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http://dx.doi.org/10.12940/jfb.2022.26.5.22

A Study on Image Pursuit Behavior according to Body Surveillance, Body Shame of Women using Image-Based SNS  

Hyunok, Lee (Dept. of Clothing & Textiles, Kyungpook National University)
Publication Information
Journal of Fashion Business / v.26, no.5, 2022 , pp. 22-35 More about this Journal
Abstract
This study examines the image pursuit behavior according to body surveillance, body shame of image-based SNS-used women. Questionnaires were administered to 215 SNS-used women aging between 20 to 30 years old. The SPSS 25.0 package was utilized for data analysis, which included frequency analysis, factor analysis, Cronbach's α, correlation analysis and regression analysis. The study analyzed the relationship between body surveillance, body shame single factor, and subfactors of image pursuit behavior(conformity, instrumentality, fashion pursuit, attractiveness pursuit, ostentation pursuit, interpersonal). It was observed that body surveillance and body shame had a positive influence on all the factors of image pursuit behavior. Body surveillance demonstrated a high influence on attractiveness pursuit while body shame demonstrated a high influence on ostentation pursuit. Body surveillance had a positive influence on body shame. These results provide useful information for understanding the influence of social media on the psychological attitude and consciousness of women with regard to their body and image pursuit behavior. In addition, results from this study will help to systematize women's theoretical physical consciousness, establish product strategies for physical appearance-related industries, and set marketing directions.
Keywords
Body Surveillance; Body Shame; Image Pursuit Behavior; Women using Image-Based SNS;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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