사회문화적 압력이 자율지향성을 매개하여 외모관리행동에 미치는 영향 연구

A Study on the Impact of Socio-Cultural Pressure on Appearance Management Behavior by Mediating Autonomy Orientation

This study aimed to explore how sociocultural pressures from sources such as TV, social media, and magazines influence appearance management behaviors, including clothing, weight control, and cosmetic surgery, while also investigating the mediating role of autonomy orientation in these relationships. To achieve this, a survey was conducted with adult women residing in the Daejeon, Chungnam, Sejong, and Gyeonggi regions, and 204 valid responses were analyzed. A multiple regression analysis was performed to examine the mediating effects of autonomy orientation on the relationship between sociocultural pressure, autonomy orientation, and appearance management behaviors, and the findings revealed the following: First, the hypothesis that sociocultural pressure from mass media positively influences appearance management behaviors was supported, showing a strong effect size (β=0.486). Second, sociocultural pressure from mass media was found to have a weak positive influence on autonomy orientation (β=0.260). Third, the hypothesis that autonomy orientation positively affects appearance management behaviors was also confirmed. The effects were observed in the following order: confidence (β=-0.458), cosmetic surgery (social expectations, β=0.405), cosmetic surgery (decision-making independence, β=-0.339), and weight control (lack of boundaries, β=0.308). Fourth, sociocultural pressure affected appearance management behaviors through the mediating role of autonomy orientation. Specifically, the direct effect of sociocultural pressure on appearance management behaviors decreased from β=0.489 to β=0.385 when mediated by autonomy orientation. This suggests that strengthening autonomy orientation can help individuals recognize and resist the pressures of idealized beauty standards presented by mass media, fostering a more positive self-image and enhancing quality of life.