earticle

영어

This study aimed to examine the effects of online involvement on objectified body consciousness and beauty consumption behavior of female college students, and used the SPSS 26.0 Statistical Program for data analysis. This study conducted the frequency analysis on the general characteristics, the exploratory factor analysis for the validity, and also verified the Cronbach’s α value for the verification of reliability. In the research methods, the correlation analysis and multiple regression analysis were performed. In the results of this study, first, regarding the effects of online involvement on objectified body consciousness, the passive involvement had positive effects on body surveillance. Second, in the effects of online involvement on beauty consumption behavior, the passive involvement had positive effects on it while the active involvement, body shame, and control belief had no effects on it. Therefore, it might be because the active involvement is not originated from interest in appearance, but just a technical behavior involved in online.

중국어

本研究旨在考察女大学生线上参与度对个人身体意识和美容消费行为的影响。本研究资料用SPSS 26.0统计程序进行了细致分析，针对一般特征，我们进行了频率分析，为确保分析结果的效度与信度，确认了其克龙巴赫α系数（Cronbach'sα）值。具体研究方法为相关分析与多重回归分析。研究结果如下：第一，线上参与度对个人身体意识的影响调查显示，消极参与度对身体监视性和身体羞耻心分别产生正向影响。第二，线上参与度对美容消费行为的影响调查显示，消极参与度也同样产生了正向影响。另外，积极参与因素、身体羞耻心、控制信念因素都没有产生影响。因此，积极参与行为并不是源于对外貌的关注因素，而是源于参与网络活动的的技术行为。