Medyanın cerrahi ve cerrahi olamayan estetik işlem yaptırma niyeti üzerindeki etkisi

This research provides a new test and application of the Tripartite Influence Model to understand the role of mass media and social media influences on body image and intention to undergo cosmetic surgical and non-surgical procedures among Iranian women. According to this model, we hypothesized that media influence affect women's intention to undergo cosmetic procedures through the mediating role of internalization of media beauty ideals and body image. Since the original model examines the effect of sociocultural influences like mass media; in this study we extend this theory to include social media as an alternative form of media. Also we included the second dimension of media influence (media information) and the second dimension of body image (i.e. appearance investment) in the proposed model, which were mostly neglected among existing studies. The research sample included 463 Iranian women recruited through convenience sampling method. The required data was gathered through a questionnaire included a demographics form, the modified form of Multidimensional Body-Self Relations Questionnaire (MBSRQ-AS), Sociocultural Attitudes towards Appearance Questionnaire (SATAQ-3) and Acceptance of Cosmetic Surgery Scale (ACSS). Exploratory and confirmatory Factor Analyses were used to validate the measurement instruments. Structural equation modeling (SEM) was used to validate the proposed model and research hypotheses. The results indicated that media influence affect women's intention to undergo cosmetic procedures through the mediating role of internalization of media beauty ideals and body image. Internalization fully mediated the relationship between media influence and body image. Body image also fully mediated the relationship between internalization and intention to undergo cosmetic surgical and non-surgical procedures. The findings provided several theoretical and practical implications. The study limitations and suggestion for future studies were discussed.