Cosmetic medicine has become a well-developed industry over the past decade. Risk is a critical factor in the decision to receive cosmetic medical services. Some problems with cosmetic medicine are discussed and clarified in this paper, and the relationship between perceived risk and price sensitivity is explored. Questionnaires were collected from 360 consumers. The questionnaires revealed that consumer perceptions of performance risk and social risk had positive effects to consumer price sensitivity, and consumer-perceived psychological risk has negative effect to price sensitivity. This study offers suggestions for employers. Those providing treatment procedures must consider consumer perceived risks to reduce consumer price sensitivity and encourage consumers to accept a service.

在过去的十年中，美容医学已成为一个发达的行业。风险是决定接受美容医疗服务的关键因素。本文讨论并阐明了美容医学中的一些问题，并探讨了感知风险与价格敏感性之间的关系。问卷是从360位消费者那里收集的。问卷调查显示，消费者对绩效风险和社会风险的认知对消费者的价格敏感性具有正面影响，而消费者感知的心理风险对价格的敏感性具有负面影响。这项研究为雇主提供了建议。提供治疗程序的人员必须考虑消费者感知的风险，以降低消费者对价格的敏感性并鼓励消费者接受服务。