텔레비전 드라마 시청이 시청자의 성형수술 행위의지에 미치는 영향에 관한 연구: 계획행동이론을 중심으로 = Exploring the Television Drama Viewing Effect on Audiences` Behavioral Intention of Taking Plastic Surgery Operation: Focusing on Theory of Planned Behavior

다국어 초록 (Multilingual Abstract)

This study explored media and personal influences on the individual`s figure changes and investigated which factors affect taking plastic surgery operation. Specifically, this research analyzed the relationship among factors regarding television drama viewing and sub-factors of theory of planned behavior such as attitude, subjective norm, perceived behavioral control, and behavioral intention. Self-reported questionnaire were administrated to 781 college students. Based on previous studies, observed variables were selected to measure each factor, and these were checked by exploratory and confirmatory factor analysis to test reliability of measurements and validity of the research frame with using structural equation model. The results indicated that the goodness-of-fit in the research model was relevant. Path analysis showed that there was significant relationship among all factors in the model. Of them, perceived behavioral control was the most powerful factor to taking plastic surgery operation.

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