플러스 사이즈 소비자들이 인식하는 자기애 성향과 외모 관련 의복행동의 관계에서 비만 스트레스의매개효과에 관한 연구

This study investigates the mediate effects of obesity stress on the relationship between the narcissism and clothing behavior related appearance. The subjects for the study were 322 women aged 20``s-30``s in an online survey. Data analyses were conducted with SPSS 18.0 program. The study results are as follows. First, clothing behavior and obesity stress of plus size consumers are more affected by perceived obesity than BMI, and covert narcissistic tendency is stronger than overt narcissistic tendency. Second, the factor analysis results on narcissistic tendency indicated ‘self-enhancement narcissism’, ‘self-initiative narcissism’, and ‘otherdependent narcissism’. Third, ‘self-enhancement narcissism’ more influenced ‘fashion orientation’ versus the greater influence of ‘self-initiative narcissism’ and ‘other-dependent narcissism’ on ‘depending on clothing’. Fourth, the narcissistic tendency perceived by plus size consumers affect ‘depending on clothing’ and ‘fashion orientation’ with obesity stress as the mediator. ‘Self-enhancement narcissism’ and ‘self-initiative narcissism’ are partially mediated by obesity stress, and ‘other-dependent narcissism’ are completely mediated and affect appearance management behavior.