• Journal of Families and Better Life
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• v.31 no.5
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• pp.173-184
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• 2013

The purpose of this study was to investigate adolescent consumers' consumption trends to identify their tendency for conspicuous consumption. To investigate adolescent consumers' consumption factors and conspicuous propensity for consumption, mass media, peers' effects & conformity were examined. The objects of the study are 503 middle and high school students in Seoul. The data were analyzed through frequency analysis, mean, standard deviation, t-test, Pearson's correlation, and hierarchical multiple regression analysis by using SPSS Win 12.0. The major results of this study are as follows: Firstly, the factors of gender, grade and allowance suggest a consumption-oriented attitude and conspicuous consumption is revealed to be the highest among female students rather than male students, and high school students rather than middle school ones. Allowance is significantly correlated with consumption-oriented attitude and conspicuous consumption. Secondly, factors that affect the propensity for the consumption-oriented attitude of adolescent consumers are mass media, peer conformity, and effects. Thirdly, the factors affecting the propensity for the conspicuous consumption of adolescent consumers are peers' effects, mass media, and peer conformity. This investigation could contribute to enhancing the understanding of adolescent consumers.

• Journal of Fashion Business
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• v.22 no.2
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• pp.14-26
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• 2018

This study was to explore purchasing behavior and repurchase intention by considering social-face sensitivity and conspicuous consumption. To do this, first, this study tried to explain how consumers had different characteristics for social-face sensitivity, conspicuous consumption, purchasing behavior, and repurchase intention for outdoor wear. Second, this study tested the relationship between consumer behavior (purchasing behavior and repurchase intention) and social-face sensitivity by considering the mediating effect of conspicuous consumption. As the results, first, there was a significant relationship between social-face sensitivity (sensitivity to saving face) and conspicuous consumption, which had a significant effect on the purchasing behavior with outdoor wear(purchase frequency, purchase cost). Second, social-face sensitivity (consciousness of shame) had a significant effect on conspicuous consumption (preference for famous brands, status symbol, pursuing fashion), and social face sensitivity (consciousness of social formality) had a significant effect on conspicuous consumption (preference for famous brands). The relationship between the conspicuous consumption and purchasing behavior showed that conspicuous consumption had significant effects on consumer behavior (purchase frequency, purchase cost). The relationship between the social-face sensitivity and purchasing behavior showed that being conscious of others had a significant effect on purchasing behavior. Third, purchasing behavior with outdoor wear had a significant effect on repurchase intention. Finally, this study confirmed that conspicuous consumption had a partially significant mediating effect on the relationship between social-face sensitivity (sensitivity to saving face) and purchasing behavior.

• Journal of Families and Better Life
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• v.13 no.4
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• pp.85-100
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• 1995

The objectives of this study are : 1) To clarify the definition of conspicuous consumption. 2) To examine the degree of conspicuous consumption amongst urban housewives. In this research conspicuous consumption is defined as the use and acquisition of goods and services to ostentatiously display wealty with the purpose of establishing or sustaning a status through the symbolic values of goods and services, The data used in this study included 670 housewives living in Seoul. Statistics used for data analysis were frequencies means standard deviation and one-way anova. The research results can be summarized as follows. First the propensity for conspicuous consumption differs significantly according to wife's age wife's education and husband's job. Second the propensity for conspicuous consumption in high quality and high price preference is high, And the propensity for conspicuous consumption in house and furniture is high.

• Asia-Pacific Journal of Business
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• v.12 no.3
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• pp.271-280
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• 2021

Purpose - This research aims to investigate the influence of social exclusion on conspicuous consumption. Specifically this research suggested that the influence of social exclusion on conspicuous consumption would be different depending on consumers' psychological characteristics such as internal attribution tendency and self-esteem. Design/methodology/approach - The experiment was conducted to verify hypotheses. 110 sample data were collected from the experiment and SPSS PROCESS Macro was used for data analysis. Findings - The result revealed that the interaction effect of social exclusion and internal attribution was significant. Specifically, social exclusion had on positive impact on conspicuous consumption for consumers with high level of internal attribution tendency. In addition, conspicuous consumption was pronounced for consumers having both high level of internal attribution and low level of self-esteem. Research implications or Originality - The result is expected to expand the research scope on social exclusion and conspicuous consumption, and provide practical implications for marketers.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1162-1173
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• 2012

This study classifies conspicuous consumption groups and the difference of fashion involvement and selfsatisfaction by each group. It also examined the effect of fashion involvement on self-satisfaction by each group. A questionnaire method was used for the study method and the subjects of the study were females in their 20s-50s. A total of 580 sets of questionnaires were distributed and 554 sets were used for the final analysis. Data were analyzed by factor analysis, t-test, ANOVA, factor analysis, cluster analysis, Cronbach's alpha coefficients, and multiple regression analysis. The results of this study were as follows: First, this study classified 4 groups of active conspicuous consumption, the group of passive conspicuous consumption, the group of syntonic conspicuous consumption and the group pursuing individuality & frugal consumption. Second, as a result of the examination of the impact of fashion involvement for each group with a propensity for conspicuous consumption on their self-satisfaction, it was found that the sex appeal of fashion involvement had no significant impact on the economic satisfaction in the group of active conspicuous consumption, and had no significant impact on all elements of self-satisfaction in the group of passive conspicuous consumption. It was also found that social symbolism had a negative impact on satisfaction with looks in the group of syntonic conspicuous consumption, and the physical complementation and directions of looks had a negative impact on satisfaction with living, the social symbolism on satisfaction with looks and the syntone on satisfaction with looks in the group of pursuing individuality & frugal consumption.

• Journal of Families and Better Life
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• v.16 no.2
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• pp.1-10
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• 1998

This study purpose to know the degree of adolescent consumer's conspicuous consumption how difference do adolescent consumers' conspicuous consumption have by socio demographic variables socio-psychological variables consumer ability. Therefore we suggest the adolescent consumer's sound consumption to consumer education. To approach to above purpose the research question are as the followings. 1) The average level of conspicuous consumption a little low median point. This implies that comsumer education is necessary for the adolescent consumer in order to reduce the level of conspicuous consumption. 2) Theadolescent consumers' consumption differs significantly according to the sex(p<0.05) monthly mean income of family(P<0.01) degree of taking in massmedia (P<0.01) subjective status on oneself(P<0.01) consumer socialization(P<0.01) 3) According to the results of the regression analysis examining the relative influences of variables affecting for conspicuous consumption the rela ive importance of the variables ; degree of taking in massmedia sex consumer knowledge communication with peers consumer attitude and the amount of allowance.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.141-153
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• 2000

The purposes of this study are to segment female X-generation consumers by the types of conspicuous clothing consumption behavior and to examine the differences among consumer groups with self-respect, the influence of reference group, materialism, and demographic characteristics. A questionnaire was developed and 18-35 year female living in Seoul responded to a questionnaire. The 499 subjects were analyzed. The results can be summarized as follows : Respondents divided into five consumption groups. such as non-conspicuous clothing consumption group, fashion-oriented clothing consumption group, well-known brand and expensive clothing consumption group, imitation c1othing in well-known brand consumption group and imported clothing consumption group. Imitation clothing in well-known brand consumption group. Imported clothing consumption group are the highest average mark in education and family income. Non-conspicuous clothing consumption group is the lowest average mark in education and family Income of five groups. Well-known brand & expensive clothing consumption group is the highest average mark in the influence of reference group, materialism of five groups. Non-conspicuous clothing consumption group is the lowist average mark in the influence of reference group. materialism of five groups.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.1
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• pp.65-76
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• 2014

The purpose of this study is to examine the influence of conspicuous consumption on wearing attitude of jeans and analyze the difference of purchasing behavior in jeans by gender. Questionnaires were administered to 386 college students living in Deagu and Busan province. Frequency, factor analysis, reliability analysis, regression analysis, t-test, and $X^2$-test were used for data analysis. Conspicuous consumption were categorized into 5 factors such as famous brand preference, brand conspicuous, fashion pursuit, symbol of social position, and imported goods pursuit. Wearing attitude of jeans was categorized into fashion information leadership, fashion innovation, and pursuit of economic. The result of this study showed brand conspicuous, fashion pursuit, symbol of social position, and imported goods pursuit had significant effect of fashion information leadership and brand conspicuous, fashion pursuit, and imported goods pursuit had significant effect of fashion innovation. Brand conspicuous, and symbol of social position had significant effect of pursuit of economic. The indicates that men showed high brand conspicuous of conspicuous consumption and fashion innovation of wearing attitude of jeans. Gender of college students showed significant differences in purchasing place, purchasing price.

• Fashion & Textile Research Journal
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• v.16 no.1
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• pp.137-144
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• 2014

This study examined the effect of beauty involvement on self-satisfaction by conspicuous consumption tendency groups. A questionnaire method was used for this study. The subjects of this research were females in their 20s~50s. We distributed 580 questionnaires ets; constantly, 554 sets were used in the final analysis. Data were analyzed by factor analysis, ANOVA, cluster analysis, Cronbach's alpha coefficient and multiple regression analysis. Beauty consumption behavior factors were classified with hair styling, skin management, make-up and body shaping. Self-satisfaction factors were classified with living, appearance, economic and interpersonal relation. This study classified 4 conspicuous consumption groups (active, passive, syntonic and individuality & frugal group). The active conspicuous consumption group was unsatisfied with most of the self-satisfaction factors. The passive conspicuous consumption group was more interested in skin management factors than other factors. The syntonic conspicuous consumption group was interested in make-up, body shaping and skin management in order to provide a positive impression to other people. The individuality & frugal group was most interested in body shaping that could be achieved at low cost through exercise and diet.

• Journal of the Korean Society of Food Culture
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• v.32 no.1
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• pp.18-26
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• 2017

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out.