• Title/Summary/Keyword: Conspicuous Consumer

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A Comparative study of conspicuous consumption behavior upon instagram and real life (인스타그램과 현실공간에서의 과시소비행동 비교 연구)

  • Lee, Soo-Jin;Kim, Rando
    • Journal of Digital Convergence
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    • v.18 no.5
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    • pp.205-220
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    • 2020
  • This study investigated whether there was a difference in off-line consumption behavior on and off-line. Online surveys were conducted on 218 people aged 20 to 59 who live in the country actively using Instagram, and the results of analysis through technical statistical analysis, logistic regression analysis, and linear regression analysis are as follows. There are some differences in the consumption items and expenditures of showing consumption behavior on Instagram and showing consumption in real space. In addition, there were different factors influencing the behavior of showing off in Instagram and the factors affecting the showing of consumption in real space. Age, education, and narcissism have an effect on show off behavior in Instagram, whereas age, materialism, and narcissism have been identified as factors influencing in real space. Whether on Instagram or in the real space, the positive emotions felt by consumers after showing off consumption had a statistically significant effect on consumer happiness. This study has significance in that it has empirically verified the difference between Instagram and actual consumption behaviors, and sought the direction of healthy consumption behaviors for consumer happiness.

Rational Consumption Life and Brand Orientation of Adolescent Consumers (청소년 소비자의 합리적 소비생활과 상표지향성에 관한 연구)

  • Kim, Si-Wuel;Roh, Young-Lae
    • Journal of the Korean Home Economics Association
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    • v.45 no.8
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    • pp.25-38
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    • 2007
  • The purpose of this study was to determine the level of reasonable consumer habits of adolescents based on their consumer socialization, consumer education, and purchasing skills, and to determine their brand orientation based on facts that adolescent years is the determining period for consumer socialization, that their role as consumers take up relative importance, and that consumer habits during this period is extremely important. The directions of consumer education for forming a reasonable consumer culture for adolescents based on the results of the study are presented as follows. First, by conducting a training program for consumer counselor that supports courses such as consumer aid that are held for adolescent consumers, adolescents must be led towards logical purchase habits and to practice reasonable purchase habits. Second, since consumer attitude that is learned and formed since youth is important, discussion sessions as well as consumer education programs that can foster proper consumer knowledge, attitude, and function needs to be developed by schools and the government. Third, This can form improper consumption values such as over consumptions, conspicuous consumption, and impulsive purchase that may appear in their adult years; therefore, a consumer education program must be continued in the homes, schools, and by the government so that adolescents can learn manage reasonable consumer values and consumer habits.

The Study of Impulse Buying Behavior according to Consumption Value in Mobile Fashion Shopping Mall (모바일 패션 쇼핑몰에서 소비가치에 따른 충동구매행동 연구)

  • Kang, Eunmi
    • Fashion & Textile Research Journal
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    • v.17 no.3
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    • pp.372-381
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    • 2015
  • This study investigates differences in fashion products attributes, mobile shopping mall attributes, impulse buying behavior, and satisfaction according to mobile shoppingconsumption value. The findings provide new information on marketing strategy for mobile shopping malls. A total of 283 usable questionnaires were obtained from college students. Data were analyzed by frequency analysis, factor analysis, and ANOVA using SPSS 21.0 for Windows. The results were as follows. First, according to the consumption value, consumer were classified into 3 groups: social/functional oriented, indifference and epistemic/emotional oriented. Second, the conspicuous-functional pursuit group considered utility and exhibition more important in regards to fashion products attributes for the consumption value group, the personality pursuit group also considered aesthetics and utility more important than other groups. Third, conspicuous-functional pursuit group considered continuous management more importantin regards to the importance ofmobile shopping mall attributes for the consumption value group, the personality pursuit group considered informationexchange more important than the other groups. Fourth, the conspicuous-functional pursuit group and Personality pursuit group considered impulse purchase behavior more important than the emotionalpursuit group. The conspicuous-functional pursuit group considered satisfaction after impulse purchase behavior more important than other groups.

The Propensity for Conspicuous Consumption of Middle School Students (남녀 중학생의 과시소비경향에 관한 연구)

  • Lee Eun Jeong;Lee Hyong Sil
    • Journal of Korean Home Economics Education Association
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    • v.16 no.4 s.34
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    • pp.167-176
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    • 2004
  • The purpose of this study was to identify the factors related to the propensity for conspicuous consumption of adolescent consumers. Data for this study were collected from 530 adolescent consumers who were in the 8th grade of middle school in Guri city. There were significant differences between boys and girls in the propensity for conspicuous consumption of adolescents. The propensity for conspicuous consumption of boys was higher than girls. The influences of friends and mass media. and self-esteem were found to predict the propensity for conspicuous consumption of adolescents.

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The Effects of Negative Emotions from the Relationship in Adolescents on their Conspicuous Consumption (청소년의 또래관계에서 오는 부정적 감정이 의복과시소비 행동에 미치는 영향)

  • Kim, Sang Jin;Lee, Jin Hwa;Kim, Seo Young
    • Fashion & Textile Research Journal
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    • v.21 no.5
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    • pp.564-573
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    • 2019
  • Recently, purchasing expensive branded apparel became prevalent among adolescents as they consume conspicuously. People in their adolescence strongly tend to follow peers and are very likely to pay attention to how they wear look to others. Already a good deal of prior research about young people's conspicuous consumption have focused on variables related to these behaviors. The purpose of this study is to examine demographic characteristics of adolescents who show a conspicuous consumption and factors affecting this consumption which is related to peer relations. And we will examine how negative emotions arisen out of relations influence teenagers' conspicuous consumption of branded apparels ultimately. Being out of favor from peers has an effect on anxiety which is negative emotion in association with peer relations. According to the survey, adolescents did conspicuous consumption following others or following trends to get rid of anxiety. Also, if appears to be acting on clothing consumption as a means not to be marginalized. All these findings are expected to be useful information to adolescents to have a better habit of consumption life, and also anticipated to be valuable information for consumer behavior education. The cause of youth's show-off behavior, which is still incomplete in identity formation and immature in choice and judgement, will have to be analyzed and countermeasures taken against it.

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 (소비자의 과시적 소비성향과 인상관리 수준에 따른 쾌락재와 실용재의 선택: 카카오톡 선물하기를 중심으로)

  • Kim, Hayea
    • Journal of Digital Convergence
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    • v.20 no.2
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    • pp.117-125
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    • 2022
  • 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.

Visual Perception Experiment Study on the Brand Effect - Comparison of Domestic and Imported Car Brand -

  • Im, Hajin;Kim, Chiyoung;Kim, Soojung;Yu, Sooyeon;Kwon, Mahnwoo
    • Journal of Korea Multimedia Society
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    • v.24 no.1
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    • pp.146-154
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    • 2021
  • Conspicuous consumption is often investigated in Korea and consumers purchase a product to publicly display economic power or social status. The existing studies argue that brand loyalty and luxury brand preferences escalate conspicuous consumption, and it is important to identify different visual perception to understand irrational consumers' behavior. Car emblem as brands' visual identity represents the brand's image, mission and message. Irrational consumers thus are expected have different visual perception to the emblem or logo. To understand the impact of irrational consumer behavior on visual perception, this study explored how brand loyalty and luxury brand preferences impact on the visual perception of car emblems between Korean domestic brand and imported brand. This study used eye tracking technology to measure the respondents' attention on an emblem of the cars. Eye tracking tools analyze fixations and measure the attention on a specific area of interests (AOI). This study explored the maintaining time and frequency on AOI, as well as explored the size of pupil to identify the respondents' attention on the AOI. In this experiment, the logos of domestic cars (i.e., Hyundai and Kia) and foreign cars (i.e., Mercedes-Benz and BMW) were swapped to see how irrational consumer behavior impact on visual perception of car emblem.

A Study on Veblen Effect according to Residence Estate: Focused on Conspicuous Consumption (주거용부동산의 거주유형에 따른 베블런효과에 관한 연구: 과시소비성향을 중심으로)

  • Jang, Seo Yoon;Ha, Kyu Soo
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
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    • v.10 no.6
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    • pp.107-119
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    • 2015
  • Recently, middle and low social class entered in the upper class for the specific reasons and joined reference group in order to present demonstration effect. This phenomenon was assumed the consumer's desire for housing estate not from the leisure class. The superiority which feels belong to reference group, that was able to purchase high price product and the competence which can afford a high price goods are effective in housing estate. The study had been researched for Veblen effect according to residence estate. The partial least squares path modeling was used for Veblen effect affected by various psychological attributes, housing patterns and demographics for analysis. As a result, the conspicuous consumption from tenants was higher than residents, the social face sensitivity affected positively for self esteem and housing pattern, therefore, it caused conspicuous consumption. Moreover, we found conspicuous consumption had been increased followed by more spacious housing and higher income.

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The Effects of Male Consumer Clothing Consumption Values on the Perceived Attributes of Online Fashion Multi-brand Store and Use Intention (남성소비자의 의복소비가치가 온라인 패션 편집매장의 특성 지각과 이용의도에 미치는 영향)

  • Jeong, Hyerin;Kim, Hanna
    • Journal of Fashion Business
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    • v.25 no.2
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    • pp.18-33
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    • 2021
  • This study sought to understand the clothing consumption values of male consumers and analyze the attributes of online fashion multi-brand stores. The study examined the effect of clothing consumption values of male consumers on the perceived attributes of online fashion multi-brand stores and use intention. The study also aimed to investigate whether online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and use intention. An online survey of male consumers in their 20s and 30s was conducted, and a total of 338 responses were analyzed. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, regression analysis, and stepwise-regression analysis. The results are as follows. First, fashionableness out of the four attributes of online fashion multi-brand stores (fashionableness, entertainment, variety, and scarcity) influenced the practical and conspicuous values of clothing consumption values. Entertainment had a significant effect on all clothing consumption values. Variety had a significant impact on practical and conspicuous values and the scarcity factor influenced epistemic and conspicuous values. Second, while entertainment, variety, and scarcity influenced sharing intention, fashion, entertainment, and variety influenced purchase intention. Third, online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and sharing intention but not purchase intention.

Classifying Lifestyle and Preferred Sensations of Female Consumer (여성 소비자의 라이프스타일 유형과 선호감성)

  • Han, Kyoung-Mi;Na, Young-Joo
    • Fashion & Textile Research Journal
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    • v.4 no.1
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    • pp.56-63
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    • 2002
  • This study was designed to investigate the new concept about lifestyle of female consumer in the present time of digital revolution and to analyze the preferences and sensibilities according to the types of consumer lifestyle classified into the same group. Survey was done through questionnaire of 79 questions and the data of 151 female consumers in the age of 19-34 were analyzed statistically using SPSS. The 6 factors were extracted from 39 lifestyle questions: consumerism, seeking challenge, communal life, quality of life, digital orientation and active counter plan. 6 Lifestyle clusters of female consumers were as following: the no-concern satisfied, the digital passive, the consumer personal, the digital active, the consumer communal and the adventurous. 30.5% of female consumer was the digital lifestyle who are relatively older and highly educated, of high income and expense rate, and resident in Gangnam. The preferred sensations by female consumer were 5; reasonal, feminine, conspicuous, active, and modest, and the clusters according to the sensations were 5: the casual, the status-symbolism, the rich in contents, the romantist, and the elegance. Lifestyle and preferred sensations were so related that the no-concern satisfied were the status-symbolism and the romantist, while the digital were the richness of contents and the adventurous were the romantist.