Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on the Mediating Effect of Obesity Stress in the Relationship between Narcissism and Clothing Behavior Related Appearance by Plus Size Consumers

플러스 사이즈 소비자들이 인식하는 자기애 성향과 외모 관련 의복행동의 관계에서 비만 스트레스의 매개효과에 관한 연구

  • Choi, Mi Young (Dept. of Fashion Design, Duksung University) ;
  • Lee, Jaeil (Dept. of Family and Consumer Sciences, Seattle Pacific University)
  • Received : 2015.05.12
  • Accepted : 2016.04.13
  • Published : 2016.08.31
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Abstract

This study investigates the mediate effects of obesity stress on the relationship between the narcissism and clothing behavior related appearance. The subjects for the study were 322 women aged 20's-30's in an online survey. Data analyses were conducted with SPSS 18.0 program. The study results are as follows. First, clothing behavior and obesity stress of plus size consumers are more affected by perceived obesity than BMI, and covert narcissistic tendency is stronger than overt narcissistic tendency. Second, the factor analysis results on narcissistic tendency indicated 'self-enhancement narcissism', 'self-initiative narcissism', and 'other-dependent narcissism'. Third, 'self-enhancement narcissism' more influenced 'fashion orientation' versus the greater influence of 'self-initiative narcissism' and 'other-dependent narcissism' on 'depending on clothing'. Fourth, the narcissistic tendency perceived by plus size consumers affect 'depending on clothing' and 'fashion orientation' with obesity stress as the mediator. 'Self-enhancement narcissism' and 'self-initiative narcissism' are partially mediated by obesity stress, and 'other-dependent narcissism' are completely mediated and affect appearance management behavior.

Keywords

References

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