Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Narcissism, BMI and Appearance Management Behavior on the Selfie Behavior

자기애, BMI 그리고 외모관리행동이 셀피 행동에 미치는 영향

  • Jun, Daegeun (Dept. of Clothing and Textiles, Andong National University) ;
  • Kwak, Seongyeong (Dept. of Clothing and Fashion, Yeungnam University) ;
  • Ahn, Donghyun (Dept. of Clothing and Fashion, Yeungnam University) ;
  • Seong, Suhyeong (Dept. of Clothing and Fashion, Yeungnam University) ;
  • Park, Soonjee (Dept. of Clothing and Fashion, Yeungnam University)
  • 전대근 (안동대학교 의류학과) ;
  • 곽선경 (영남대학교 의류패션학과) ;
  • 안동현 (영남대학교 의류패션학과) ;
  • 성수형 (영남대학교 의류패션학과) ;
  • 박순지 (영남대학교 의류패션학과)
  • Received : 2019.12.01
  • Accepted : 2019.12.27
  • Published : 2020.02.28
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Abstract

This research examined the effects of Narcissism as socio-psychological factor and physical features such as BMI on the selfie behavior. The participants of the study were SNS users aged 20-29 years recruited in Daegu and surrounding areas. Statistical analysis including factor analysis, ANOVA, cluster analysis and regression was done using SPSS 23.0 to analyze the results. Two groups with high other-dependent Narcissism showed higher levels of Cosmetic surgery management and clothing management compared to other groups. Among 4 clusters divided by BMI, the lower the BMI, the higher the level of appearance management behavior except for body management. Other-dependent Narcissism and BMI have been shown to have a significant effect on selfie behavior in the relationship of Narcissism, BMI and selfie behavior. In the relationship between appearance management behavior and selfie behavior, only beauty treatment management influenced selfie improvement behavior, and all appearance management behaviors affected selfie complement behavior. Fashion brands should use the relationship between Narcissism, appearance management behavior and selfie behavior in planning selfie related events on SNS as well as consider active collaboration with cosmetics brands. It is necessary to investigate selfie behavior from a more diverse perspective by expanding future research targets and diversify related variables.

Keywords

References

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