• The Journal of the Convergence on Culture Technology
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• v.10 no.2
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• pp.11-16
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• 2024

Recently, the health-pleasure trend, which means enjoying health care through exercise or diet and certifying it on SNS is spreading to the MZ generation. This study examined the effect of personality traits on SNS upload behavior and subjective well-being related to health care. As a result, 1) parallel comparison and narcissism had a positive effect on the SNS upload attitude and intention, and the downward comparison had a negative effect on both SNS upload variable. Self-esteem had a positive effect only on the attitude of uploading SNS. Next, 2) self-esteem had a positive effect on both subjective well-being, while narcissism had a negative effect on stress, and parallel comparisons had a positive effect on life satisfaction. In other words, it was confirmed that comparisons with similar people had a positive effect on SNS upload behavior and their subjective well-being, while health care for self-show or recognition of others had a negative effect on their subjective well-being. The results of this study should be actively reflected not only for the marketing market but also for a media and cultural environment in which the MZ generation can lead a healthy life.