Human Ecology Research

  • 제61권4호
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  • Pages.647-661
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  • 2023
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  • 2982-5725(pISSN)
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  • 2982-6608(eISSN)
대한가정학회 (The Korean Home Economics Association)
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신체 노출 스포츠웨어 소비자의 신체존중감 및 외모관리행동에 대한 질적 연구: MZ세대 여성을 중심으로

A Qualitative Study on the Body-Esteem and Appearance Management Behavior of Generation MZ Female Consumers of Body-Exposing Sportswear

  • 오수현 (연세대학교 의류환경학과) ;
  • 정규진 (연세대학교 의류환경학과) ;
  • 고애란 (연세대학교 의류환경학과)
  • SooHyun Oh (Department of Clothing and Textiles, Yonsei University) ;
  • KyuJin Chung (Department of Clothing and Textiles, Yonsei University) ;
  • Ae-Ran Koh (Department of Clothing and Textiles, Yonsei University)
  • 투고 : 2023.09.15
  • 심사 : 2023.11.09
  • 발행 : 2023.11.30
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초록

This study explored the relationship between Generation MZ female consumers' participation in sports activity, consumption of body-exposing sportswear, body-esteem, and appearance management behavior. In-depth interviews were conducted with twenty Generation MZ female consumers who regularly participate in sports activity and consume body-exposing sportswear. Based on transcriptions of in-depth interviews conducted with research subjects, the researcher and two assistant researchers collectively categorized and compared common characteristics found in their responses, categorized according to themes using units of words/terms and paragraphs. The main finding were as follows. Firstly, Generation MZ female consumers participated in various sports activities for an average of approximately one hour, three times per week. The effects of such participation were improvements in physical and psychological health. Secondly, Generation MZ female consumers considered aesthetical, functional, and economical factors when they consumed body-exposing sportswear, regardless of the activity in which they participated. This sportswear served to increase the efficiency of exercise and also played a motivational role. Thirdly, the overall body-esteem of Generation MZ female consumers who participated in sports activity regularly and consumed body-exposing sportswear was high. Fourthly, Generation MZ female consumers who regularly participated in sports activity and consumed body-exposing sportswear were practicing active appearance management behavior in order to show how their body had been shaped by sports activity. In addition, they were pursuing four self-images: "polished image pursue", "self-care image pursue", "natural image pursue", and "trustworthy image pursue".

키워드

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