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w wz J. Kor. Soc. Cloth. Ind. 8«2y, 2006 Vol. 8, No. 2, pp.177-182(2006) x w e w 1) Á Ÿ 1) Á»û 2) 1) ƒm w q w 2) w w w The Effect of Media on Taking Plastic Surgery Chong-Hee Yun 1), Su-Kwang Sung 1) and Ki-Nam Jin 2) 1) Dept. of Fashion Industry, Daegu Catholic University, Gyeongsan, Korea 2) Dept. of Health Administration, Yonsei University, Seoul, Korea Abstract : The purpose of this study is to examine the effect of media on plastic surgery experiment. Firstly this study try to find the relationship between exposure to media and other intervening factors(e.g., body image, self-esteem, fashion attitude). The data collected for this study was gathered through questionnaire survey with 443 female students in Seoul. The results are as follows: Using ANOVA, we found that those prefer the magazine over TV or Internet had positive body image, higher self-esteem, and positive fashion attitude(e.g., personality/self-expression, fashion leadership, sexual attraction). Using regression analysis, we found that the we found that the factors influence plastic surgery behavior are the exposure to magazine and the factors influence plastic surgery planning are the clothing attitude (especially fashion leading power, sexual attraction). Key words : media, body image, fashion consumption, plastic surgery behavior 1. x z y w w ƒ ƒš (WilliamsÁBendelow, 1998; Featherstone, 1982). ƒ y w w e ùkû (, 2002). x ƒ z œ w š š, q w» z w w w» w w š ƒw. w 1980 l x ƒwš ( yá, 2001). w w 80%ƒ x wš š w, š ƒ š ( w, 2002). w» y wì w š. w yw ƒ z wù» w, û ¾ y š Corresponding author; Chong-Hee Yun Tel. +82-53-850-3533, Fax. +82-53-854-4040 E-mail: yjh413@empal.com w w x wš. w ƒœ š wš,. sƒw» ywš, wš w ( Á, 2001). x z w TV, œ ú wš q ù w. mw x w š w ƒe x w (, 1999)., z y» mw sƒw š, w» w, v, y, x,, x w ywš w j š w. ƒ z y» w ƒà š ƒ š mw wì (Kaiser, 1990). w, e w w ƒ (MyersÁBiocca, 1992;, 1996; ½ Á, 2001). x y p k w (w Á, 2005;, 2002; yá 177

178 w wz 8«2y, 2006, 2001; w, 1991) w x w ( Á½, 2002). ù ƒ x w e w w., mw y w ù wš w, x w j š ( x, 2005). x w w v ƒ.,, k r š, w x w ùkù š w. x w x x z š w. 2. 2.1. (body image) w ƒ w k s ww (Rudd and Lennon, 2001). (physical reality),» ƒ wš sƒw ƒ (, 1999). w, (1997) Á (2001) w w ƒ š, w p x ƒw ùkû. (2001) w ƒ e ³ mw ü ƒ w w e û. TV w w ½ Á (2001) w. TV ƒ w e š šw. yáù (2002) TV ƒ x w k w e w w. ƒ x ú ƒ š w. 2.2.» w ƒ š p w w x,» w š k ùkù ƒe q (Coopersmith, 1967). (1991) mw w jš k» y k ƒ j ƒe wš š w. x z w ù, w» w. w ƒ ù,, sww š ƒ z ƒ ú ( Á½, 1999)., ù mw w š, w w w w ùkù ( Áš, 1997). 2.3. k w w e ù TVÁ mw k w w w w š w. w xk mw w š w ƒ (, 1996). TVù l Á w w w (, 2000;, 1999). ƒ (1997) Áš w ùkù w w, q ƒ š, w wwš. TV k w w wš (yx Áù, 1999). 2.4. x w x ƒ š. x zƒ w w x w y, ü, š ƒw (, 2004). «x (1996) w w ƒ» w y š, w wš w» w x k wš š w. w x z, ƒ w w (, 2000;, 1994; z, 1993). (1999) w w x w š w ƒe w x kw š w. 3. 3.1. ü 4 w w

x w e w 179 Fig. 1. x. 480 w, w w 443 m w.» 2005 3 7 l 2005 3 11 ¾,»». 3.2. x ü w» w x Fig. 1. Fig. 1 20 w,, k, š x w w ³ w» w, w. w w, /w, š, k /»tx, w, r š, w x w š w. 3.3. d w d Cash(1990)ƒ w - w (Multidimensional Body-Self Relations Questionnaire: MBSRQ) w kw w. / w. w, ü w 5 w,.77. /w w ù w ü w š w, ù ù û ùƒ» ü y w 10 w,.82. d Rosenberg(1965) w. ù üƒ ƒ š š, ù üƒ x w w š ƒw 10 w,.80. k d w» w, w, /»tx ƒ w. w» ( y, 1987;, 1989;, 1996;, 1998) Á w. w w ƒ ò e w k w š w, e ù w w š š ƒw 4 w,.83. /»tx Shim & Bickle(1994) w w. /»tx w ù p w š w, ù ñ š 7 w,.88. w ñ w 3 w,.80. w w x (1 ) (5 )¾ 5 Likert w. 3.4.,, k x w ùkù» w SPSS 12.0 m v w w. w t, x w ANOVA w. š x x z w» w p z w. 4. 4.1. Õ / / k Ö / / k» w t w Table 1., m w w ƒ ùkû. Table 1. /w (N=276) 2.96Û0.62 3.72Û0.58 (N=132) 2.79Û0.62 3.61Û0.55 t 2.61* 1.79 (N=274) 3.61Û0.54 (N=126) 3.67Û0.45 t -1.24 k /»tx w (N=279) 3.23Û0.62 3.29Û0.58 3.25Û0.73 (N=133) 2.92Û0.75 2.76Û0.77 2.99Û0.82 t 4.53*** 7.81*** 3.09** *p<.05 **p<.01 ***p<.001 d

180 w wz 8«2y, 2006 Table 2. x TV l F 2.78Û0.58 3.01Û0.65 2.78Û0.62 6.33** /w 3.58Û0.62 3.72Û0.49 3.70Û0.60 2.14 3.60Û0.50 3.75Û0.46 3.66Û0.48 3.64* k /»tx 2.90Û0.80 3.23Û0.62 3.01Û0.71 7.78*** w 2.87Û0.793 3.23Û0.67 2.78Û0.78 14.66*** 3.10Û0.85 3.19Û0.75 3.02Û0.78 1.57 *p<.05 **p<.01 ***p<.001 Table 4. x xw TV ll F x 63.43Û85.95 190.02Û283.26 155.00Û179.56 4.66* x w w 2.83Û1.19 3.00Û1.19 2.52Û0.94 1.32 x w w 2.49Û1.12 2.59Û1.18 2.61Û1.10 0.38 *p<.05 **p<.01 ***p<.001» w ù ƒ w š, sƒw š. w š w. m w w ƒ ùkû. k m w w ƒ ùkû.» w ù ƒ k ƒ û., /»tx, w, š w w. 4.2. x Õ / / k Ö x / / k» w w Table 2., x m w w ƒ ùkû. ƒ š, sƒw. ƒ, w ü k ey w w. x, x m w w ƒ ùkû., ƒ. x k, k /»tx, w x m w w ƒ ùkû. ƒ k /»tx, w Table 3. xw (N=268) w w û. (N=130) x 159.12Û230.27120.60Û187.21 1.07 x w w 2.77Û1.14 2.72Û1.03 0.22 x w w 2.71Û1.12 2.45Û1.14 2.15* *p<.05 **p<.01 ***p<.001 d 4.3. xw w d xw» w t w (Table 3). x w w x w w w m w w ƒ. ƒ x w w w û. x xw» w, w (Table 4)., x w w x x m w w ƒ ùkû. ƒ x û. Õx x Ö Õ x z Ö w e» w p z (logistic regression) w. Õx x Ö w e ùkû, k Õ x z Ö w e ùkû (Table 5). ƒ x x w ƒ. š k w / w w x w ƒ t

x w e w 181 Table 5. x x z w p z x x z b S.E. b S.E. s TV -0.00 0.00 0.00 0.00 l 0.00 0.00 0.00 0.00 w ( =1) -0.23 0.26 0.55 0.30 ( =1) 0.65* 0.28 0.30 0.31-0.08 0.23-0.29 0.26 /w 0.36 0.28 0.56 0.31-0.20 0.30-0.22 0.33 k /»tx 0.28 0.23 0.01 0.26 w 0.06 0.22-0.20*** 0.24 0.08 0.19 0.73*** 0.23 Model Chi-Square 18.41* 39.035*** -2 Log Likelihood 398.89 335.17 *p<.05 **p<.01 ***p<.001 d ùkû. 5.,, k š, w x w e w wš w. w š w, w w š w.,» w ù ùkû. w w ƒw. šw Baron & Kenny(1986) ew., w. e wš w w d š w Darden(1975) mw. w w, w š w w. k,» w ù k, /»tx, w, w w ùkû. w š, w w k x w. x w, ƒ /»t x, w w w ùkû., w w, w š w wš w yx Áù (1999) ew., x w w e w w. x x w e ùkû, x z w e k (p w, ) ùkû. s TVù w, x wš w w š w (, 2001) ew. ƒã» w š, s³y š x» š w. x w w w, k w w e. w t w 20 w. s š w û (p ) x w w w. š x «xá Á (1996) ƒã» w w -20 x. y w, 30. w (2002) z. 10. 7. ½ Á (2001) TV ƒ e w. w wz, 25(5), 957-968. (1996) š w x. w w w. (2001) Ÿš Ÿšz. š w w w. Á (2001) Ÿš w ƒ e w:. w wz ÁŸš, 2(1), 87-115.

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