1Department of Marketing, Faculty economics and Administrative Science, Zarqa University of Jordan. Jordan
2Department of Marketing, Faculty of Business, AL-Zaytoonah University of Jordan. Jordan
Online published on 8 March, 2019.
Women, nowadays, become more interested or more oriented to plastic surgery including smile improvement. Although smile improvement popularity is increasing among Iraqi women, but published researches are rare in this field. Consequently, the objective of this study is to determine the factors that affect woman behaviour and direct her to improve the smile.
The theory of planned behavior, developed by Ajzen in 1985 (1), and the variables were adopted and formed according to study objectives, i.e. attitude, social, perceive, cost and dentist. The study approach and methodology depended on collecting data from 367 women in Baghdad city, data was analyzed by using the proper statistical methods (SPSS) and AMOS analysis.
There are positive correlations between attitude, social, perceived, cost, dentist and intention; and the results show that the dentist has mostsignificant effect on intention with correlation215**and Sig 0.000. There is positive relationship between Intention and behavior with correlation 0.298** and Sig 0.000
This paper provides information about factors that impact behaviour of Iraqi woman to improve the smile, and as far as we know, it is considered to be the first study, in this field, in Iraq.
Dental Clinic, Smile, Attitude, Social, Perceived, Cost, Intention, Woman Behavior
