ABSTRACT
As the social common notion of aesthetic surgery had been changed and the interest of the beauty of the human being had been increased, the aesthetic surgery has rapidly increased since 1980s. This study was purposed to analyze the relation of expectations and satisfactions of college women who are sensitive to the change of fashion about aesthetic surgery. We surveyed 193 college women by questionnaire for a month. Chi-square test and t-test were used for data analysis. As a result, we found that the more college women were interested in their own appearance, the more they had operations. Many respondents who had not experienced aesthetic surgery did not want to get an operation mainly due to fear of side-effects. The expectation before operation was higher than satisfaction after operation, especially in the case of inexperienced respondents. We concluded that some effective measure to reduce the gap between expectation and satisfaction of latent customers, and improvement of satisfaction would be needed.