| Summary: | 碩士 === 輔仁大學 === 織品服裝學系碩士在職專班 === 105 === Body image has been shaped in the socialization process and the change of circumstances. By means of mass media to pass a standardized body image: “Thin is Beauty”, which made our body become a target of commercial manipulation. Most females are longing for a beautiful body appearance, so as to actively engage in many actions of body improvement. Such situation arose consumers to have the buying behaviors of related commodities, for example; they would buy the shapewear to change their body appearance, and sculpt S-shaped figure for their body, in order to achieve the society’s standard for beauty and body figure. As a result, this study intended to investigate the correlation in female consumers’ body image, mass media influence and consumption value of shapewear, so as to understand the impact of body satisfaction for those female consumers with different age groups on the mass media influence and the consumption value of shapewear.
This study is firstly used the focus group interview to understand female consumers’ consideration factors in buying shapewear, and then adopted the quantitative research with using E-questionnaire and adopting 20-60 years old females who have bought shapewear before as the testee. “Body Image Scale”, “Body Satisfaction Scale”, “Mass Media Influence Scale” and “Shapewear Consumption Value Scale” had been used to collect the corresponding data, in order to understand the testee’s satisfaction with their body, mass media influence and their attitude toward the consumption value of shapewear.
According to the result of factor analysis, this study is re-divided the consumption value of shapewear into 5 aspects: Functional Value, Aesthetic Value, Situational Value, Social Value and Effective Value, and then conducted the One-way ANOVA and Correlation Analysis on the consumption value of shapewear, age, body image and mass media influence. The research results showed: females of different age groups only some significant difference in body image, mass media influence and consumption value of shapewear; however, such research result discovered that females of different age groups would have different focuses on the consumption value of shapewear. In addition, for the correlation impact, the research result showed a significant partial correlation between body image and mass media influence. Females who have greatly impacted by the mass media would have lower body satisfaction; a significant partial correlation existed between the body image and the consumption value of shapewear; that is, females more cared of their body appearance, then would focus on the Aesthetic Value when buying shapewear; a significant partial correlation existed between the mass media influence the consumption value of shapewear, when females received the messages from social media and network, then their consumption behavior would be impacted directly or indirectly by these evaluations from social media and network.
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