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This study investigated the effects of sociocultural influence and body image on appearance enhancementbehavior (facial management, clothing selection, and weight/figure management). For data collection, a que-stionnaire was administrated to 378 female college students in Seoul and Gyeonggi-do from May 23 rd toJune 10 th 2013. A SPSS 18.0 statistics package was used to analyze data along with descriptive statisticalanalysis, frequency analysis, factor analysis, reliability analysis, and regression analysis and frequency ana-lysis. The results were as follows. First, sociocultural influences were divided into three factors: media influ-ence, peer influence, and parental influence. Overall sociocultural influences had positive effects on appear-ance enhancement behavior. Second, body image was divided into: appearances-management, body-satis-faction and body confidence. Sociocultural influences had a significant effect on overall body image. Third,body image positively affected overall appearance enhancement behavior.Key words: Sociocultural influences, Body image, Appearance enhancement behavior;  ,,

Sociocultural Influence of Appearance and Body Image on Appearance Enhancement Behavior of Female College Students