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Commercial Models` Turnover Intention: With a Focus on the Moderating Effects of Self-belief, Attractiveness, and Ethical Environment
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Commercial Models` Turnover Intention: With a Focus on the Moderating Effects of Self-belief, Attractiveness, and Ethical Environment
Seo, Young-Hee; Lee, Cheol-Gyu;
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Despite the seeming glamour and popularity of commercial modeling, the industry has a darker side. Many models fail to adapt to the profession, and there are frequent cases of models quitting after a relatively short period of time. For commercial modeling agencies, this high turnover rate causes considerable disruption to their business, negatively impacting credibility and leading to decreased sales. As such, this study aimed to investigate the turnover intention of commercial models in relation to professional identity, emotional labor, and role conflict, and to propose remedies for their high turnover intention. Towards this, the relationship between commercial models` turnover intention and the factors of professional identity, emotional labor, and role conflict, and further analyzed the moderating effect of self-belief, attractiveness, and ethical environment. The analysis found that the factors having the greatest effect on commercial models` turnover intention were, in order, role conflict, emotional labor, and professional identity. When hierarchical multiple regression analysis was used to analyze the moderating effect of self-belief, attractiveness, and ethical environment on the relationship between these independent variables and their effect on turnover intention, it was found that the negative impact of emotional labor on turnover intention is moderated by self-belief, and the negative impact of low professional identity on turnover intention is moderated by ethical environment. These findings underscore the importance of self-belief in commercial models, as emotional laborers, and suggest that commercial models are not born but are rather made, namely in a desirable work environment that is professional and well-organized.
Professional Identity;Sentimental Work;Role Conflict;Turnover Intention;Reliability;Attractiveness;Ethical Environment;
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