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패션 제품 광고 모델이 여대생의 구매의도, 자존심 및 신체 만족에 미치는 효과

The Effects of the Models in Ads on Buying Intention, Self-Esteem and Body Satisfaction of College Women

정명선
복식문화학회 (The Costume Culture Association)|2006.06|복식문화연구 (The Research Journal of the Costume Culture)|제14권 제3호|pp. 514-527

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참고문헌

키워드

body imageself-esteem구매 의도body satisfaction신체 이미지신체 만족buying intention자존심
주제분류생활과학

초록

Abstract

It can be said that the ultimate goal of advertising is creating consumers' buying intention and buying behavior toward advertised goods. But literature suggests that ads have both intended and unintended consequences, and one of the unintended consequences is that the idealized images of physical attractiveness found in advertising have negative impact on girls' and womens' self-perceptions. Thus, this study, using social comparison theory as a framework, was designed to investigate the influences of the images of models in ads portrayed in TV and fashion magazines on the purchasing intention, self-esteem and body satisfaction of college women. Using an experimental stimulus, a moving picture representing thin and attractive models in the context of advertising fashion goods, two conditions were manipulated and the subjects were placed into one of two groups randomly, the experiment group and the control group. The experiment group only was exposed to the ads portraying highly attractive models. Data were collected from two groups using same questionnaire. The data were analyzed using t-test, two-way ANOVA, and descriptive statistics. The findings were as follows: 1. The thin and attractive image of models in ads on buying intention had significant positive influence on buying intention(p<.05). 2. The thin and attractive image of models in ads had significant negative influences on self-esteem(p<.05).3. The thin and attractive image of models in ads had significant negative influence on body satisfaction(p<.05).4. The ideal body internalization had significant negative influences on body satisfaction(p<.05), but interaction effect of model's image and ideal body internalization on body satisfaction was not significant.

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