신체가치가 외모관리행동에 미치는 영향: 외모에 대한 사회문화적 태도와 외모지향성의 매개효과를 중심으로 = The Effect of Body Value on Appearance-Management Behaviors: Focusing on Mediation Effect of Sociocultural Attitude Toward Appearance(SATA) and Appearance Orientation

다국어 초록 (Multilingual Abstract)

The purpose of this study was to explore the relationships among body values(Gim et al. 2006, 2007), appearance orientation(Brown, Cash, & Mikulka, 1990), & sociocultural attitude toward appearance (Heinberg, Thompson, & Stomer, 1995). Two competing models were established based on theoretical and empirical findings. In the research model, appearance orientation and SATA hypothesized to mediate the effects of body values on appearance-related behaviors. Instead in a competing model, body values and appearance orientation hypothesized to mediate the effects of SATA on the behaviors. 242 female data were gathered by a questionnaire. LISREL analysis showed that the model fit and the parsimoniousness of the research model were better than those of the competing model.

국문 초록 (Abstract)

본 연구에서는 신체가치관들과 외모에 대한 사회문화적 태도, 외모지향성이 외모관련 소비행동에 미치는 영향을 살펴보았다. 이를 위해 17세에서 23세에 이르는 242명의 여성표본을 대상으로 신체조작성과 신체편향성을 선행인으로 하고 외모에 대한 사회문화적 태도와 외모지향성을 매개변수로 하는 연구모형과 그 선후관계를 바꾼 경쟁모형의 적합도를 비교하였다. 연구결과 신체가치를 선행인으로 하는 연구모형이 더 적합한 것으로 나타났다. 연구결과의 의미와 시사점을 논의하였다.

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