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Control model for cosmetic service: risk and price sensitivity

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  • Li-Ling Liu

    (CTBC Business School)

Abstract

Cosmetic medicine has become a well-developed industry over the past decade. Risk is a critical factor in the decision to receive cosmetic medical services. Some problems with cosmetic medicine are discussed and clarified in this paper, and the relationship between perceived risk and price sensitivity is explored. Questionnaires were collected from 360 consumers. The questionnaires revealed that consumer perceptions of performance risk and social risk had positive effects to consumer price sensitivity, and consumer-perceived psychological risk has negative effect to price sensitivity. This study offers suggestions for employers. Those providing treatment procedures must consider consumer perceived risks to reduce consumer price sensitivity and encourage consumers to accept a service.

Suggested Citation

  • Li-Ling Liu, 2021. "Control model for cosmetic service: risk and price sensitivity," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(5), pages 580-587, October.
    • Handle: RePEc:pal:jorapm:v:20:y:2021:i:5:d:10.1057_s41272-021-00287-1
    DOI: 10.1057/s41272-021-00287-1
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    References listed on IDEAS

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