Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study of Viewers' Responses to Luxury Haul Videos on YouTube

  • Her, Yusun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Chun, Jaehoon (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2020.03.30
  • Accepted : 2020.05.28
  • Published : 2020.08.31
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Abstract

This study examined how viewers perceived luxury haul videos, what factors made them experience vicarious pleasure and gain relative deprivation when watching them. This study conducted an interview with 20 viewers of luxury haul videos. The content obtained from the interview was analyzed by classifying it into academic terms. Cases of vicarious pleasure arose when viewers had sufficient empathy when watching videos, which was intensified by YouTubers' behavior and visual stimulation in videos. A person's relative deprivation due to her financial capabilities or appearance occurred when she compared herself with YouTubers. The more viewers perceived luxury haul as a source of information, the more they felt relative deprivation; in addition, the more they perceived it as entertainment, the more they felt vicarious pleasure. Viewers who had a high level of involvement in luxury goods tended to feel vicarious pleasure; however, viewers with a high level of involvement in YouTubers tended to feel relative deprivation. This study helps luxury brands and YouTubers understand viewers' perception of their products and programs as well as helps in the development of fashion haul videos that are beneficial to viewers.

Keywords

References

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