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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Reflected Appraisals on Selfie Behavior and the Moderating Effect of Hoped-for Self

자기에 대한 타인 평가 인식이 셀피행동에 미치는 영향과 희망자기의 조절효과

  • Kim, Hyunsook (Dept. of Clothing and Textiles, Pai Chai University) ;
  • Yoon, Namhee (Human Ecology Research Center, Korea University)
  • 김현숙 (배재대학교 의류패션학과) ;
  • 윤남희 (고려대학교 생활과학연구소)
  • Received : 2021.10.07
  • Accepted : 2021.11.15
  • Published : 2021.12.31
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Abstract

Selfie behavior, the act of taking a picture of oneself and distributing it on social media, has become increasingly popular. Researching how to communicate with others in a social context and express hoped-for self through selfies is essential for studying consumers in the digital age. This study investigates the effects of reflected appraisals on selfie expectations and selfie behaviors. Additionally, the interaction effect of hoped-for self on the relationships between reflected appraisals and selfie expectations was tested. A web-based survey was conducted on consumers above the age of 20 who have engaged in selfie behavior in the past month. A total of 495 responses were collected from a panel of online survey firms. The survey results were analyzed using confirmatory factor analysis by AMOS 21.0 and bootstrap analysis by SPSS Macro process Model 4 and 7. Results indicated that reflected appraisals influenced selfie behavior, which was fully mediated by selfie expectations. Furthermore, the effect of reflected appraisals on selfie behavior was moderated by hoped-for self. The results will serve as a theoretical basis for understanding the psychological expectations in which selfie behavior is formed in a social context and can be applied in psychotherapy and marketing in practice.

Keywords

References

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