본 연구의 목적은 개인의 다이어트 행위의지에 영향을 미치는 TV 프로그램 장르별 시청, 신체와 건강에 대한 인식, 계획행동이론의 세부 요인들을 중심으로 각 요인 간의 관계 구조를 검토하는 것이다. 대학생 778명이 설문조사에 참여하였고, 구조방정식 모델분석을 통해 수집된 자료를 분석하였다. 연구결과에 의하면, ① 식사량 조절을 통한 다이어트 모형은 드라마, 연예정보, 건강정보 시청, 건강염려인식, 신체이미지, 식사량 조절에 대한 태도, 주관적 규범, 인지된 행위 통제가 유의미한 설명력을 나타내는 요인으로 도출되었고, ② 운동을 통한 다이어트 모형의 경우, 뉴스, 드라마, 연예정보, 건강정보 시청, 건강염려인식, 신체이미지, 운동에 대한 태도, 주관적 규범, 인지된 행위 통제가 유의미한 설명변인으로 나타났으며, ③ 지방 흡입술을 통한 다이어트 모형은 드라마, 연예정보, 건강정보 시청, 건강염려 인식, 지방흡입술에 대한 태도, 주관적 규범, 인지된 행위 통제가 유의미한 변인으로 나타났다. 텔레비전 시청자의 다이어트 행위의지에 영향을 미치는 요인들 간 비교에서 인지된 행위 통제가 가장 큰 설명력을 가진 요인으로 나타났다.

The purpose of this research explored the relationships among factors influencing television audiences’ diet intention. To understand the relationship, this study included tv program genre viewing, body image, perceptions toward health anxiety, and the characteristic of the three factor (attitude, subjective norm, and perceived behavioral control) in the theory of planned behavior (TPB). Therefore, this study tried to measure the relationship based on cultivation theory and theory of planned behavior. Self-reported questionnaire were administrated to 778 college students. The result showed that 1) entertainment program and health information program viewing on TV, perceptions toward health anxiety, the three factors in TPB had influenced on food control diet intention. 2) Perceptions toward health anxiety and the three factors in TPB were positively associated with exercise diet intention but TV program genre viewing was an insignificant factor. 3) health information program and drama viewing on TV, perceptions toward health anxiety, the three factors in TPB had influenced on fat removal with liposuction diet intention. Among all variables, possibly affect on audiences’ diet intention, perceived behavior control was the most powerful one.

The purpose of this research explored the relationships among factors influencing television audiences’ diet intention. To understand the relationship, this study included tv program genre viewing, body image, perceptions toward health anxiety, and the characteristic of the three factor (attitude, subjective norm, and perceived behavioral control) in the theory of planned behavior (TPB). Therefore, this study tried to measure the relationship based on cultivation theory and theory of planned behavior. Self-reported questionnaire were administrated to 778 college students. The result showed that 1) entertainment program and health information program viewing on TV, perceptions toward health anxiety, the three factors in TPB had influenced on food control diet intention. 2) Perceptions toward health anxiety and the three factors in TPB were positively associated with exercise diet intention but TV program genre viewing was an insignificant factor. 3) health information program and drama viewing on TV, perceptions toward health anxiety, the three factors in TPB had influenced on fat removal with liposuction diet intention. Among all variables, possibly affect on audiences’ diet intention, perceived behavior control was the most powerful one.

diet, cultivation theory, theory of planned behavior, body image, perceptions toward health anxiety