瘦不了的苦：網路媒體美貌迷思建構及大尺碼女裝購買者認知研究

Abstract

網路拍賣中，瘦模特兒展示大尺碼女裝的專業賣家林立。為什麼賣家呈現出與消費者體態相去甚遠的瘦模特兒仍能熱賣？而胖女性消費者對於觀看瘦模特兒的認知過程又是如何？

為探索此現象，本研究訪談了15位消費者和2位賣家、並分析了全國最大的BBS討論版PTT中的胖版（fatworld）文章及進入此場域參與觀察。研究發現，在美貌迷思和健康數據的影響之下，胖女性的身體意象通常低落，但重要他人、非主流文化的刺激亦可能讓胖女性質疑瘦就是健康美貌的價值觀。

胖女性的身體意象較低者，喜歡看到瘦模特兒展示服裝，因瘦模特兒是對於自己美貌期待的鏡像；反之，胖模特兒卻正好投射出自我身體意象低落的部位。身體意象較高的胖女性，則希望在網路拍賣中，看見最真實、接近自己身體形像的胖模特兒展示，以降低誤購的可能。網路拍賣中的大尺碼女裝賣家複製了社會主流審美觀美貌迷思的觀點，但由消費者組成的胖版卻逐漸開創了多元美麗的可能。

On auction websites, it is found that there are a lot of big-size female clothes sellers exhibiting their products with thin models. A question arose from this observation: why consumers buy clothes demonstrated by models whose figures are actually greatly different from theirs? What is the cognition process of these consumers like with their gaze upon these thin models?To explore this phenomenon, I interviewed 15 consumers and 2 sellers. Besides, articles posted on "Fatworld" discussion board of PPT, which is the largest BBS nationwide, were analyzed and a participant observation approach was also adopted.

Results revealed that fat females often feel belittled for their figures because of popular beauty myths and some medical reports. Despite this, this study also found that important others and alternative cultures can stimulate these females to start to question this "being thin is beautiful and healthy" concept. Those feel belittled for their figures prefer thin models because these models are what they expect themselves to look like. They tend to avoid fat models since their figures happen to correspond to those of these consumers for which they feel devalued.

As for those who feel less this way, they tend to look for models whose figures are more similar to theirs in case they could purchase unsuitable products. Big-size female clothes sellers on auction websites have been replicating the beauty myths popular in the mainstream thinking. Yet "Fatworld" board, which was established by consumers, could play a role in creating various possibilities of beauty.