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외모(外貌) 관련(關聯) 강박행동(强迫行動)이 바디이미지에 미치는 영향(影響)
이승희 ( Seung Hee Lee ),심지윤 ( Ji Yoon Shim ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.2
The purpose of this study was to examine which factors among addiction buying behavior had been affected by body image. 235 female college students were surveyed for this study. For data analysis, descriptive statistics, χ2-test, multiple regression were used. As the results, generally there were significantly correlated among body image, diet addiction, binge eating, cosmetic surgery addiction, compulsive behavior and shoplift tendencies. Multiple regression results revealed that diet addiction, cosmetic surgery addiction, binge eating accounted for 34.8% of the explained variance in weight obsession. Also, regression results indicated that cosmetic surgery addiction, self-esteem, and diet addiction, and cosmetic surgery obession accounted for 20.4% of the explained variance in appearance orientation. Finally, regression results pointed out that self-esteem and diet obession accounted 22.3% of the explained variance in appearance evaluation. Based on these results, fashion marketing strategies would be suggested.