Abstract
This study aimed to examine the effects of online involvement on objectified body consciousness and beauty consumption behavior of female college students, and used the SPSS 26.0 Statistical Program for data analysis. This study conducted the frequency analysis on the general characteristics, the exploratory factor analysis for the validity, and also verified the Cronbach’s α value for the verification of reliability. In the research methods, the correlation analysis and multiple regression analysis were performed. In the results of this study, first, regarding the effects of online involvement on objectified body consciousness, the passive involvement had positive effects on body surveillance. Second, in the effects of online involvement on beauty consumption behavior, the passive involvement had positive effects on it while the active involvement, body shame, and control belief had no effects on it. Therefore, it might be because the active involvement is not originated from interest in appearance, but just a technical behavior involved in online.
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