대학생의 체형인식, 자아존중감이 의복소비행동에 미치는 영향

Abstract

This study aims to identify factors influencing clothing consumption behavior among college students, focusing on body image perception and self-esteem. Data were collected from 207 students at two universities in Jinju city, using a structured questionnaire from July 1 to August 20, 2024. The data were analyzed using descriptive statistics, t-tests, ANOVA, Pearson’s correlation coefficient, and multiple regression analysis with SPSS 23. The study found moderate levels of body image perception, self-esteem, and clothing consumption among the college students. A negative correlation was found between body image perception and self-esteem r=–.372, p=<.001). The regression model for factors influencing clothing consumption behavior was significant (F=6.33, p≤001), with self-perception of body shape (β=–.257, p=.015), body image perception (β=.241, p=.001), age (β=–.183, p=.008), and academic major (β=.153, p=.025) as significant factors. These variables explained 16.2% of the variance. The results suggest the need for programs that prevent body image distortion and promote positive body image perception among college students, as well as guidance to encourage rational clothing consumption behavior. This study is significant in examining the clothing consumption behavior of college students and will serve as fundamental data for developing desirable programs based on the study results.