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Professional or Interpersonal Trust? Effect of Social Network on the Intention to Undergo Cosmetic Procedures

机译：专业或人际关系信任？ 社会网络对接受化妆品的意图的影响

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The purpose of this article is to explore the influence of friendship and medical advice networks on customers’ intention to undergo cosmetic procedures and its relationship to the role of professional and interpersonal trust in seeking cosmetic information. We propose that both interpersonal and professional trust play a mediating role in medical cosmetic information-seeking behaviors. In doing so, a purposive sampling of 289 customers from 21 cosmetic clinics was surveyed while all these customers received medical cosmetics treatment. The empirical analysis has shown that customers who are central to the friendship network have a high level of interpersonal trust, which positively mediates the relationship between friendship networks and their decisions to adopt cosmetic procedures. Our findings suggest that the understanding of friendship and advice networks enables us to explore the explicit details of how customers exchange information related to cosmetic surgery. Finally, our findings also made practical contributions, while the counseling service of medical clinic is required to take not only professional but also interpersonal trust into consideration.
机译：本文的目的是探讨友谊和医疗咨询网络对客户打算接受化妆品程序的意图及其与专业和人际关系信任寻求化妆品信息的作用的影响。我们建议人际关系和专业信任既在医疗美容信息寻求行为中也发挥着调解作用。在此过程中，调查了来自21个化妆品诊所的289名客户的有目的采样，而所有这些客户都接受了医疗化妆品治疗。实证分析表明，友谊网络中核心的客户具有高水平的人际关系，积极地调解友谊网络与其决策之间的关系，以采用化妆品程序。我们的调查结果表明，对友谊和建议网络的理解使我们能够探索客户如何交流与美容手术相关的明确细节。最后，我们的调查结果也取得了实际贡献，而医疗诊所的咨询服务是必要的，而不仅需要考虑专业而且是人际信任。

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