Linear model predictive control for physical attractiveness and risk: Application of cosmetic medicine service

Abstract

In the online world, the "eyeball economy" has become mainstream. Whether regarding Internet cosmetic medicine endorsers or physical service providers, the topic of physical attractiveness has long been discussed in the field of medical beauty e-commerce. When receiving cosmetic medical services, consumers have frequent contact with employees. Physical attractiveness is the most apparent and easily observed employee characteristic, and consumers base their judgement and behavior on it. In this study, the relationship between the physical attractiveness of cosmetic service employees and consumers' perceived risk is discussed and clarified. After 366 questionnaires were collected and analyzed, the results indicated that the physical attractiveness of cosmetic service employees was negatively associated with perceived financial, performance, physical, psychological, and social risk. The study offers suggestions for employers. They should recruit more attractive employees. This will increase consumer intention to purchase a service because the consumers' perceived risks are reduced. It may also enhance repurchase intention and consumption frequency.