Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Media Involvement on Appearance Evaluation, Appearance Stress, and Appearance Management Behavior

미디어 관여도가 외모평가, 외모스트레스, 외모관리행동에 미치는 영향

  • Jun, Ji-Hyun (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Lee, Mi-Sook (Dept. of Fashion Design & Merchandising, Kongju National University)
  • Received : 2014.04.02
  • Accepted : 2014.06.09
  • Published : 2014.08.31
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Abstract

This study examined the effect of media involvement on appearance evaluation, appearance stress, and appearance management behavior. Data were collected from 315 female university students in Daejeon and Chungnam from May to June 2013. Data were analyzed by descriptive statistics, t-test, path analysis using the SPSS-WIN 20.0, AMOS 20.0 program. The results of this study were as follows. First, media involvement were classified into low and high groups. There were significant differences in appearance evaluation by level of involvement. The low group of media involvement indicated a more positive appearance evaluation than the high group. Second, there were significant differences in the appearance management behavior by level of involvement. Third, media involvement directly affected appearance evaluation and appearance management behavior. Appearance evaluation affected appearance stress and appearance management behavior. This study verified the structural relationship of media involvement, appearance stress, and appearance management behavior as outward behavior variables.

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References

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