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http://dx.doi.org/10.14400/JDC.2022.20.2.117

The effects of propensity of conspicuous consumption and impression management on consumer choice between hedonic and utilitarian goods: Focusing on Kakao Talk mobile gift-giving  

Kim, Hayea (NCK Communications Inc.)
Publication Information
Journal of Digital Convergence / v.20, no.2, 2022 , pp. 117-125 More about this Journal
Abstract
This study presents product marketing strategy for mobile gift-giving by recognizing how consumers' propensity of conspicuous consumption and level of impression management affect the choice between hedonic goods and utilitarian goods. Data were collected through an online survey, and logistic regression analysis was performed using SPSS 23.0. The result of this study showed that people with high propensity of conspicuous consumption chose hedonic goods more than utilitarian goods in mobile gift-giving regardless of the level of impression management. On the other hand, those who with low propensity of conspicuous consumption chose utilitarian goods more than hedonic goods when the level of impression management was low, while these was no difference in choice between hedonic and utilitarian goods when the level of impression management was high. This study proposes to advertise in consideration of consumers' propensity of conspicuous consumption and impression management in marketing mobile gift products, especially for hedonic goods. Advertisements can appeal to consumers by using the desire to recognition or show off. Furthermore, further research can be conducted in consideration of other factors affecting gift behavior and expanding the age group.
Keywords
Mobile Gift-giving; Propensity of Conspicuous Consumption; Impression Management; Hedonic Goods; Utilitarian Goods;
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Times Cited By KSCI : 7  (Citation Analysis)
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