第五章 討論與結論
第三節 研究限制與建議
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第三節 研究限制與建議
本研究的研究限制與建議有四，以下將分別說明之。
第一，是樣本代表性的問題。雖然醫學美容在國內也風行了些許時日，但注 意相關議題的群眾仍相當有限，因此為能有效接近對於醫美有稍微認識的樣本，
本研究並非採取隨機的概念進行抽樣，同時又因為要了解醫美市場潛在客群的意 見，特別加強女大學生樣本的蒐集，因此在樣本代表性與研究結果的推論上可能 會遇到問題。再者，網路抽樣僅能測量到意圖層次，而無法確知受測者是否因為 較高的醫美意圖而去進行做醫美等實際行為。因此本研究建議，未來研究可以思 考如何在抽樣方法上兼顧樣本代表性與目標對象，並能就行為層次進行實證研究，
或許針對醫學美容醫療院所的客戶進行隨機抽樣是一個較可行的方向。
第二是關於描述規範的限制。描述規範是藉由測量受測者周遭重要他人（家 人、伴侶、朋友、同儕）是否有進行醫美手術的經驗，反應受測者感受到的人際 壓力。但由於國內男性接受醫美手術的比例僅有 8%（李筱嬋，2009），因此當伴 侶與其他重要他人進行信度分析時，使得整體信度偏低，故必須刪除之。但如此 一來，重要他人造成的描述規範便不包括伴侶所產生的人際壓力，這相當可惜，
畢竟古有云：「士為知己者死，女為悅己者容《戰國策·趙策一》。」女性在抉擇 是否要進行醫美手術時，伴侶的意見應該相當重要，因此建議未來研究在方法上 還需要找出合適的工具測量伴侶產生的社會壓力。
第三則是本研究並無探討到醫學美容的風險與糾紛對於行為決策的影響。本 研究之所以將醫療風險與糾紛排除在研究範疇外的原因有二，其一是醫學美容的 風險糾紛界定困難，風險可能來自醫事人員的過失，也可能是副作用，甚至是醫 病雙方對手術成效的認知落差（蔡米琪，2011）；第二是風險的概念分散在 TPB 理論中的態度與控制能力兩部分，難以切割。但如本章第一節末所述，風險可能 會影響個人對其控制能力的評估，因此未來研究或許可以特別針對風險的概念進 一步探討。
最後，本研究僅探討媒介使用習慣與身體形象進行探討，未來研究可再加入 媒介涉入程度、媒介內容認同度等概念進行討論，對於媒介暴露與身體形象的影 響做更完整且深入的描繪與探討。
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註釋
註一：2012 年 5 月 4 日於行政院衛生署中央健康保險局網站查詢，我國共有 22 間健保特約醫學中心，分別是：中國醫藥大學附設醫院、台中榮民總醫院、
中山醫學大學附設醫院、新光吳火獅紀念醫院、國泰綜合醫院、馬偕紀念 社會事業基金會醫院、台灣大學醫學院附設醫院、三軍總醫院附設民眾診 療服務處、台北市立萬芳醫院、台北榮民總醫院、台北長庚紀念醫院、成 功大學醫學院附設醫院、奇美醫院台南分院、慈濟綜合醫院、林口長庚紀 念醫院、高雄醫學大學附設中和紀念醫院、高雄榮民總醫院、高雄長庚紀 念醫院、亞東紀念醫院、馬偕醫院淡水分院、彰化基督教醫院、奇美醫院。
註二：按行政院衛生署公布之《專科醫師分科及甄選辦法》第三條，醫師之專科 分類為：家庭醫學科、內科、外科、兒科、婦產科、骨科、神經外科、泌 尿科、耳鼻喉科、眼科、皮膚科、神經科、精神科、復健科、麻醉科、放 射診斷科、放射腫瘤科、解剖病理科、臨床病理科、核子醫學科、急診醫 學科、職業醫學科、整形外科，共二十三科。
註三：回顧國內關於 TRA 的研究，多半將其翻譯為「理性行為理論」，然而此翻 譯法卻隱含對該理論的誤解。「有理由的行為（reasoned action）」與「理 性的行為（rational action）」兩者的意義不盡相同，Ajzen（2007）與 Fishbein
（2007）都曾在研究中強調兩者的差異。Fishbein（2007）指出「有理由 的行為」並不意味該行為是出於「理性」行為，相反地，出於個人好惡、
情緒、情感等「非理性」因素而為的行為，也算是「有理由的行為」，過 去也有不少心理學研究在探討上述非理性的因素對於態度、認知的影響。
註四：Ajzen（1985）僅針對 TRA 的意圖部份寫成公式：I ∝ 𝑊1∗ A + 𝑊2∗ SN，
本研究則依循其概念，加上 PBC 的變項，寫成 TPB 關於意圖的公式。
註五：本研究關於醫美態度的調查結果顯示，有 74.4%的受訪者認為醫學美容能 讓人變美麗；76.8%的人認為醫學美容能讓人更有自信；另外還有 68.5%
的樣本認為醫學美容能讓人更開心。據此，本研究便可認為醫學美容是一 項「富愉悅感」的行為。
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附錄一：女性媒體使用與醫學美容意圖問卷（網路版）
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