체중조절행동과 신체노출 의복행동 상관연구 = The Effect of Body Cathexis, Weight Control Behavior on Clothing Behavior

다국어 초록 (Multilingual Abstract)

The purpose of this study was to set up an effective marketing strategy targeting college women by researching the relationship between weight control behavior and body exposure in clothing behavior. The results showed that 1) 85.5% of the college women participated in weight control behavior, and 53.5% of them wanted to lose more than 3kg of their weight. 2) College women were less satisfied with their body and they showed less body exposure in clothing behavior according to the increase of weight control degree. The weight control parts and unsatisfied body parts were almost matched : thigh, abdomen, hip, calf, and weight. College women preferred clothing that exposed neck, legs and shoulder more than clothing that exposed many parts of their body at the same time. 3) exposure in clothing decreased according to the increase of weight control degree, except for the exposure of breast in clothing.