The objective of this study was to develop a fashion therapy program for improving body image and self-esteem among male workers. Accordingly, the demand for fashion therapy programs was examined by conducting a literature review, survey, and in-depth interviews with men working in the Daegu and Gyeongbuk areas. The results are summarized as follows. The fashion therapy program followed a framework of “introduction-development-final” and was 60 minutes in length, for four sessions (one per week). The contents of the program consisted of a study of the participants’ appearance and any concerns they had about their body in Session 1. In Session 2, differences in image perception were examined according to color coding of menswear and personal color. Session 3 comprised understanding what styling is required to supplement men’s body shape and what style is suitable for each participant. The content of Session 4 determined how to build social performance or positive image using nonverbal elements. Overall, this study has great significance in that it has developed a study on fashion therapy program originally applied for psychological treatment with women that has been adapted as a program to help improve positive emotions and social competitiveness of male workers in an office environment.

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer’s self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller’s crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.

The study aims to investigate the effects of media and self-image congruity of ideal body image on the dieting and exercising behaviors of Korean and U.S. female college students. This study focuses on the concept of self-image congruity in order to examine how respondents perceive actual and desired self-images compared to an ideal female body image selected by respondents. A self-administered survey was conducted, resulting in 331 total responses (194 from Korean students and 137 from U.S. students). The data were analyzed through descriptive analysis, t-test, exploratory factor analysis, and regression analysis using SPSS 23.0. The findings revealed significant differences between Korean and U.S. female college students. U.S. students were more exposed to body image ideals in the media than Korean students; however, Korean female students valued the information regarding ideal body image conveyed by the media more than U.S. respondents. Among Korean female students, exposure to media messages regarding ideal body image and media importance had significant effects on desired self-image congruity, while these factors were not significant among U.S. students. However, there was a negative effect of media exposure on actual self-image congruity among U.S. respondents only. Additionally, the study uncovered that Korean students manage their body image through dieting behaviors while U.S. respondents manage body image through exercise behaviors (weight training as well as cardiovascular exercise). The study provides further support for self-image congruity, which extends its applications to the body image field.

This study investigated multidimensional body image, self-esteem, clothing benefits sought, and Body Image After Breast Cancer (BIABC) within surgical subgroups among breast cancer survivors. The study applied the questionnaire survey method and the main research was conducted through an online survey. The respondents included 207 breast cancer survivors between the ages of 30 and 59, each of whom received the Multidimensional Body-Self Relations Questionnaire (MBSRQ). Self-esteem, clothing benefits sought, examination, and demographic variables were measured using a 5-point Likert scale. The main results of this study are outlined below. For clothing benefit sought, six factors were formulated—pursuit of self-expression/social approval, function/health, compensation, femininity, fashion, and camouflage—and BIABC was defined by the four factors of body stigma/vulnerability, transparency, limitation and cancer concern. While MBSRQ and self-esteem did not show a statistically significant difference between groups differentiated by the surgical methods experienced, those who underwent mastectomies scored slightly lower than members of the other groups. Moreover, the reconstruction after mastectomy group showed the highest mean on self-expression/social approval, compensation, femininity and entire clothing benefits sought, followed by the lumpectomy group and mastectomy group. The lumpectomy group was found to have more positive BIABC than the mastectomy group. In particular, the mastectomy group showed a lower body stigma/vulnerability mean than the other groups. This study is meaningful in that it improves our understanding of the body image of breast cancer survivors and provides basic knowledge for developing products and marketing strategies for breast cancer survivors as consumers.

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

In the era of 2.0 web, blog has become the media that men can express themselves with fashion more actively and independently, as paying much attention to their personal appearance and cultivating an upscale lifestyle. They often create their fashion images in the virtual space where enables a free and creative operations of self-expression. The study aims to identify the types of men's ego-images represented on the personal fashion blogs based on the framework of analysis from the previous research (Suh, 2014), to build the base data for analyzing men's fashion style in 21st21st century that reflects changes in men's sexual images, and to verify the framework as comparing with the previous case study about the women blogs (Suh, 2014). The case studies conducted 5 men's personal blogs such as bryanboy, iamgala, little fashionisto, katelovesme, and stylentonic. The study results almost same types of women's ego-images as following. The imaginary ego-image is classified as narcissism, regression, identification, and virtuality, the social ego-image as symbolism of roles and others'desire, the real ego as primary instinct, practical reality, object a, jouissance and sexual perversion. The personal style of men shown on the fashion blogs appears as a significant factor to analyze male customers in the growing men's beauty and fashion market.

이미지의 재현은 미디어의 스키마(schema)를 통한 현실의 재편집된 형태의 전달 또는 환영의 생산이었다. 미디어의 초기 매체인 사진 이미지는 실재를 증거로 하기 위한 주요 특성으로부터 출발하였고 그러한 특성이 사실이든 아니든 그것은 사진 이미지가 가지고 있는 사실이라는 유사성에 기여하는 힘을 제공하였다. 미디어 환경 변화 이후, 웹을 기반으로 하는 소통구조는 이미지를 소통의 언어로 세상을 ‘보는’방식과 ‘보여주는’ 방식에 대해 적극적인 자아-제시적 콘텐츠로 디지털 이전의 시각체계(재현과 소통구조 안에서 대상을 어떻게 볼 것인가(Ways of seeing)?)에서 드러났던 대상성의 재현 방식과는 다른 그들의 풍부하고 재미있는 실체의 시각적 환영을 미디어 놀이 문화에서 재현하고 있다.

본 연구는 여대생을 대상으로 라이프스타일에 따른 화장품충동구매와 성격특성 및 자아이미지에 대하여 살펴보았다. 라이프스타일에 따른 화장품충동구매와 성격특성 및 자아이미지를 비교분석한 결과는 다음과 같다. 여대생의 라이프스타일은 지적자아충실형, 활동적사회참여형, 서구적가치추구형, 생활장식선호형, 견실적가치추구형, 소극적타인지향형, 전통적 생활 추구형으로 도출되었고, 이 중 지적자아충실형, 활동적사회참여형, 서구적 가치추구형은 중요한 차원으로 나타났다. 이러한 라이프스타일의 요인을 유형화한 결과 견실적 서구 지향형,보수적 지식 추구형, 활동적 장식 선호형, 전통적 생활 추구형으로 분류되었다. 견실적 서구 지향형과 활동적 장식 선호형은 보수적 지식 추구형과 전통적 생활 추구형 보다 충동구매성향이 강한 것으로 드러났다. 성격특성과 자아이미지는 집단 간에 의미있는 차이를 나타내었다. 따라서 이들 집단들의 심리적 특성은 충동구매에 영향을 미치고 있음을 알 수 있다.

본 연구는 간접적인 숲 체험활동이라 할 수 있는 숲 이미지 산책 의 효과를 알아보기 위하여 자유 활동이 제한된 여자 소년원생들을 대상으로 프로그램 시행 후 그들의 공격성 및 자아존중감에 미친 영향을 조사하였다. 그 결과 실험군의 공격성은 통계적으로 의미있 는 수준은 아니지만 다소 완화된 결과를 보였으며, 자아존중감은 유의미하게 향상된 것으로 나타났다. 이로써 간접적인 숲 체험활동 이 시설에 수용된 비행청소년들의 정서에 일정부분 긍정적인 영향 을 미친다는 것을 알 수 있었다. 본 연구는 소년원의 여건상 많은 인원을대상으로 실험하지 못 하였으므로 이번 결과를 일반화시키기는 힘들 것이다. 따라서 청소 년이 아닌 성인, 통제된 시설 수용자가 아닌 일반인 등 다양한 사람 을 대상으로 다양한 척도를 활용하여 연구를 진행한다면 보다 풍부 하고 심도있는 결과를 도출할 수 있을 것이다. 본 연구과정을 통해 실행된 숲이미지 산책은 시설수용자, 환자, 통제된 작업장 근로자처럼 여건상 직접적인 숲 활동에 제약을 받는 사람들에게 적용하기 적절할 것으로 판단되며, 우선적으로 자연접 촉의 기회가 부족하고 자유롭지 못한 시설수용자에 대한 시행이 정 책적으로 검토되길 기대한다.

본 연구는 에어로빅댄스 지도자의 이미지에 초점을 두고 자아성취감과 심리적 행복감 및 참여 지속의도의 구조적 관계를 밝히는데 목적이 있다. 연구대상으로 B광역시 소재 16개 구·군에 소재된 스포츠센터 및 휘트니스 클럽의 419명의 성인들을 최종 유효표본으로 하였고 측정도구로는 Dowling(1986)의 이미지기술질문지(IDQ), 민진(1986)의 자아성취감 척도, 양명환(1998)의 심리적 행복감 척도, Machleit와 Wilson(1988)의 참여 지속의도 척도를 수정·보완하여 사용하였으며, 탐색적 요인분석, 확인적 요인분석, 신뢰도 분석을 실시하여 구성타당도와 내적일관성을 확보하였다. 본 연구모형의 검증은 구조방정식 모형으로 분석하였으며 2차 수정모형을 통하여 높은 적합도를 나타냈다. 각 변인 간 인과관계에 대한 분석결과, 지도자의 이미지의 지도방법, 자질, 태도 이미지는 자아성취감에 정적 영향을 미치는 것으로 나타났고, 지도자의 이미지의 지도방법, 태도 이미지는 심리적 행복감에 정적 영향을 미치는 것으로 나타났다. 그러나, 자아성취감과 심리적 행복감은 참여 지속의도에 영향을 미치지 않는 것으로 나타났다. 그리고, 지도자 이미지의 직업의식 이미지는 참여 지속의도에 정적 영향을 미치는 것으로 나타났다. 이러한 결과로 볼 때, 에어로빅댄스 지도자의 이미지는 긍정적 심리를 높이고, 참여 지속의도 또한 연관성이 크기 때문에 지도자의 효율적인 지도방법과 철저한 이미지 관리가 요구된다고 할 수 있다.