The Current Situation, Motivations, and Guidance Strategies of Medical-aesthetic Behavior among Female Students in Higher Vocational Colleges

Mao Shujing, Li Wenting, Yang Dan

Sichuan Preschool Educators College

Abstract：

Against the background of the rapid development of the medical aesthetics industry, college students have become an important group of concern for medical aesthetics institutions. Taking female students at higher vocational colleges as the research subject, it is found that their demand for medical aesthetics has dual motives of "self-improvement" and "career fit"; Their information acquisition mainly depends on social media and word-of-mouth; They are inclined to choose light medical aesthetics projects seeking "low-price, high-effect". This group has inadequate professional knowledge, weak economic independence, and is easily influenced by the environment, and their values have been distorted under the impact of the "appearance economy"; At the same time, this study puts forward guidance measures at the levels of colleges, families and the industry, providing a reference for promoting the healthy development of the medical aesthetics industry and the healthy growth of young people.

Key Words：

female higher vocational students; medical-aesthetic behavior; motivations; guidance strategies; rational consumption