디지털융복합연구 (Journal of Digital Convergence)

  • 제13권7호
  • /
  • Pages.79-88
  • /
  • 2015
  • /
  • 2713-6434(pISSN)
  • /
  • 2713-6442(eISSN)
한국디지털정책학회 (The Society of Digital Policy and Management)
권호 표지
DOI QR코드

DOI QR Code

체중조절행동과 온라인의류쇼핑에 대한 융합적 접근

Convergence approach to weight control behavior and online clothing product shopping

  • Kim, Wha-Sun (Dept. of Clothing and Textiles, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing and Textiles, Hanyang University)
  • 투고 : 2015.05.06
  • 심사 : 2015.07.20
  • 발행 : 2015.07.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구에서는 신체에 대한 불만족이 체중조절행동을 유발한다는 점에 착안하여 이를 인터넷 쇼핑행동 중 사이즈 위험지각과 연결시켜 구매결정 유보행동에 이르는 영향관계를 실증적으로 알아보았다. 연실증연구결과 체중조절행동에는 식이요법, 물리적 시술 및 약물복용, 그리고 운동의 세 가지 주요활동이 있는 것으로 나타났다. 신체중조절행동에 있어서 성별의 차이는 나타났으나 연령 차이는 도출되지 않았다. 신체에 대한 불만족 중 체형에 대한 불만족은 운동에 의한 체중조절행동에 유의한 관계를 주었으나 신장과 몸무게에 대한 불만족은 체중조절행동과 관계가 나타나지 않았다. 치수위험지각에는 체중에 대한 불만족이 유의한 영향을 미쳤으며, 식이요법과 물리적시술 및 약물복용 행동이 치수위험지각에 유의한 영향을 주었다. 치수위험지각은 결국 구매연기나 오프라인 전환과 같은 구매결정유보행동에 유의한 영향을 줌으로 해서 온라인쇼핑에 영향을 미치는 것으로 나타났다. 본 연구는 체중조절행동과 신체불만족, 그리고 온라인 쇼핑시의 치수위험지각을 연결시킨 융합적 접근방법을 통하여 관련변수들의 영향관계를 살핀 데에 의의가 있다.

This study focused on the idea that consumers who are dissatisfied with their body form tend to be more interested in weight control behavior. This research connects this relationship with consumers' risk perception on the internet and consequent decision hesitation behavior. Empirical results extracted three factors of weight control behavior: diet, physical treatment, and medication and exercise. Weight control behavior was different by gender but not by age. Consumers who were dissatisfied with their body form were likely to do exercise, but other types of dissatisfaction (weight dissatisfaction and height dissatisfaction) were not significantly related to weight control behavior. Weight dissatisfaction influenced perceived size risk significantly when shopping online. Diet, physical treatment, and medication had significant influence on perceived size risk when shopping online. Perceived size risk had significant influence on decision delay and offline switch behavior. This study took a convergence approach, which connects consumer characteristics with online shopping behavior.

키워드

참고문헌

  1. Reid, Louise, & Heather F. Ross. "Online fashion purchase: How the barriers and enablers are influencing the consumer's decision-making process. International Journal of Sales, Retailing and Marketing", Vol.4, No.2, pp.45-59, 2015.
  2. Kim, Hyejeong, & Mary Lynn Damhorst. "The relationship of body-related self-discrepancy to body dissatisfaction, apparel involvement, concerns with fit and size of garments, and purchase intentions in online apparel shopping. Clothing and Textiles Research Journal", Vol.4, No.2, pp. 239-254, 2010.
  3. Kyueun Lee, Eunju Kim, & Younghee Yom, "Body esteem, body figure discrepancy and depression in women college students. The Journal of Fundamentals of Nursing", Vol.12, No.2, pp.206-214, 2015.
  4. Jung Hi Rhee, "A study on effects of somatotype and stress on body cathexis and preferences of clothing image. The Research Journal of the Costume Culture", Vol.15, No.6, pp. 1084-1099, 2007. https://doi.org/10.29049/rjcc.2007.15.6.1084
  5. A. M. Thompson, & K. E. Chad, "The relationship of social physique anxiety to risk for developing an eating disorder in young females. Journal of Adolescent Health", Vol.31, No.2, pp.183-189, 2002. https://doi.org/10.1016/S1054-139X(01)00397-4
  6. Yong-Min Chun, & Sang-Hoon Jeong. "Body dissatisfaction and social physique anxiety according to the perceived body image discrepancies in college students. The Korean Journal of Sports Science", Vol.20, No.5, pp.423-437, 2011.
  7. KeunYoung Yook, JiWon Yun, KeunHyang Kim, ShinYoung Suh, JiHye Park, "The relationship between body-image discrepancy and psychological well-being in female college students, The Korean Journal of Woman Psychology", Vol.14, No.4, pp.665-682, 2009. https://doi.org/10.18205/kpa.2009.14.4.009
  8. Seon-jin Cho, "The effect of female students' obese level and weight control behavior and attitudes on stress", Master's thesis, pp.11-12, Ewha Womens University, 1997.
  9. Jane Wardle, Anne M. Haase, & Andrew Steptoe, "Body image and weight control in young adults: International comparisons in university students from 22 countries. International Journal of Obesity", Vol. 30, No.4, pp.644-65, 2005. https://doi.org/10.1038/sj.ijo.0803050
  10. Seung Jyo Chaung & So Young Min, "Body satisfaction and weight loss in women college students. The Journal of Fundamentals of Nursing", Vol. 13, No. 3, pp. 485-492, 2006.
  11. Heather A. Hausenblas, Britton W. Brewer, & Judy L. Van Raalt, "Self-presentation and exercise. Journal of Applied Sport Psychology", Vol.16, No.1, pp.3-18, 2004. https://doi.org/10.1080/10413200490260026
  12. Eric Stice, & Heather E. Shaw, "Role of body dissatisfaction in the onset and maintenance of eating pathology: A synthesis of research findings. Journal of Psychosomatic Research", Vol, 53, No.5, pp.985-993, 2002. https://doi.org/10.1016/S0022-3999(02)00488-9
  13. You Young Lee, "The effect of body perception and obesity stress on weight control behavior for women". Master's thesis, pp.18-20, Ewha Womens University, 2010.
  14. Eun Ha Nam, & Jin Hua Lee, "The effects of perceived risks on purchase decision behavior among Internet fashion consumers. Journal of the Korean Society of Clothing and Textiles", Vol.33, No.11, pp.1707-1718, 2009. https://doi.org/10.5850/JKSCT.2009.33.11.1707
  15. Hye Kyoung Yun & Soo Ae Kweon, "Actual usage, clothing purchasing behavior and recognition toward Internet fashion shopping mall of university students. Korean Journal of Human Ecology", Vol. 12, No.2, pp.225-236, 2003.
  16. Deuk Ha Kim, & Kyoung Hwa Kim, "An analysis of size information on woman's tight fit jean pants of the Internet fashion shopping mall: Focused on the specialized individual fashion mall. Journal of the Korean Society of Design Culture", Vol.15, No 4, pp.34-50, 2009.
  17. Chang-Hoan Cho, Jaewon Kang, & Hongsik John Cheon. "Online shopping hesitation. Cyberpsychology & Behavior", Vol.9, No.3, pp.261-274, 2006. https://doi.org/10.1089/cpb.2006.9.261
  18. Min-Woo Lee, "Effects of product type, purchase experience and perceived risk on online shopping deferral". Master's thesis, pp.4-11, Keimyung University, 2009.
  19. Sheena S. Iyengar, & Mark R. Lepper. "When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology", Vol.79, No.6, pp.995-1006, 2000. https://doi.org/10.1037/0022-3514.79.6.995
  20. Han Na Kim. "The effects of decision making delay on experienced emotion for Internet shopping and Internet shopping mall satisfaction. Asia Marketing Journal", Vol.10, No.1, pp.133-160. 2008.
  21. Eun Ha Lee, Sook Hyun Kim, Jong Myoung Choi. "Cross-channel shopping behavior between the Internet retail type and store-based retail types: Focus on information of fashion product and fabrics. Journal of the Korean Society of Costume", Vol.62, No.4, pp.46-57, 2012. https://doi.org/10.7233/jksc.2012.62.4.046
  22. Leslie J. Heinberg, & J. Kevin Thompson. "Body image and televised images of thinness and attractiveness: A controlled laboratory investigation. Journal of Social and Clinical Psychology", Vol.14, No.4, pp.325-338, 1995. https://doi.org/10.1521/jscp.1995.14.4.325