• Fashion & Textile Research Journal
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• v.3 no.3
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• pp.257-264
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• 2001

The purpose of this study was to investigate general conspicuous consumption tendency of married women and to identify differences of the conspicuous consumption according to their lifestyle and socia-demographic variables. The data were collected via self-administered questionnaires from 423 married women (20 to 60 years old) in Daegu Metropolitan City. Data were analyzed by factor analysis, reliability analysis, frequencies and one-way ANOVA. Main results of this study are as follows: (a) Married women's tendency of the conspicuous consumption of clothing was generally low, (b) The more consumption-, achievement-orientated they were, the higher was the tendency to the conspicuous consumption of clothing. The more economy-, family- orientated they were, the lower was the tendency to the conspicuous consumption of clothing, (c) The younger they were, the more fashion-oriented they were and they showed the tendency of spending their money excessively to acquire clothing. The higher educational qualifications and household income were, the higher was the tendency of spending disposable income on clothing.

• The Research Journal of the Costume Culture
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• v.8 no.6
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• pp.842-852
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• 2000

The purpose of this study was to classify consumer groups according to the life style dimensions and to analyze conspicuous consumption, clothing shopping motives among consumer groups, and also to clarify relationships between demographic variables and the life style, conspicuous consumption, clothing shopping motives. The subjects were 329 women in their twenties living in Seoul. For data analysis, mean, factor analysis, cluster analysis, t-test, ANOVA, Duncan test were conducted. The results were as follows ; First, consumer groups were classified into the following five subdivisions : passive group, appearance consideration/self-realization group, appearance indifference group, family oriented/economic group, achievement oriented/active group. Second, the significant differences among the classified life style groups were found in conspicuous consumption and clothing shopping motives. Third, there were significant differences in life style, conspicuous consumption, clothing shopping motives according to demographic variables like age, occupation.

• Journal of the Korean Home Economics Association
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• v.46 no.7
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• pp.109-120
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• 2008

The purpose of this study was to find out if body image and conspicuous consumption tendency influenced luxury brand buying behaviour. A survey questionnaire was used to collect information from 430 females in their 20's. Collected data were subjected to descriptive analysis, factor analysis, and path analysis. Results showed that body image and conspicuous consumption tendency consisted of five factors. In terms of body image, attitude towards changing appearance, attitude towards changing body figure/weight, and interest in health/appearance had a positive effect on conspicuous consumption tendency, which ultimately influenced luxury brand buying behaviour. In contrast, body cathexis and physical self-concept had a negative effect on conspicuous consumption tendency, which also directly influenced luxury brand buying behaviour.

• Journal of Korean Home Economics Education Association
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• v.9 no.2
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• pp.161-174
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• 1997

The purpose of this study is to investigate the effects of self-concept, reference group, consumer education, and materialism on the propensity for conspicuous consumption of adolescents. The data used in this study were collected through questionnaires on 604 adolescents living in Cheju City. The data were analyzed by using SPSS PC(sup)+ program. The propensity for conspicuous consumption of adolescents differed significantly according to their age and allowance, and sex. The propensity for conspicuous consumption of the middle school students was higher than that of the high school students. The propensity for conspicuous consumption of boys was higher than of girl’s. The propensity for conspicuous consumption of the adolscents was influenced by materialism and the reference group. According to the results of the multiple regression analysis, the most influential factor was materialism and reference group. In clothing materialism was the most influential factor and the reference group was the second influential factor. But In shoes, bag, and school supplies the reference group was the most influential factor and materialism was the second influential factor.

• Journal of Fashion Business
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• v.21 no.1
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• pp.1-11
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• 2017

This study investigated the effect of brand history, congruity between country of origin and conspicuous consumption of fashion brand, based on the evaluation of customers. The factorial design was constructed as a 3-way mixed design: 2(brand history: presented vs not presented) ${\times}$ 2(congruity between Country of Brand(COB) and Country of Manufacture (COM): congruent vs incongruent) ${\times}$ 2(conspicuous consumption: high vs low). A total of 302 men and women aged above 30 and living in Seoul or within the capital area, were enrolled as subjects. Of these, 26 insincere responses were excluded and a final total of 276 responses were used in the analysis. The statistical analysis included reliability analysis, three-way ANOVA, and simple interaction effect analysis with SPSS 18.0 statistics. Our results indicate that brand history, congruity between COB and COM, and conspicuous consumption had significant effect on the fashion brand preference of consumers. Furthermore, presenting the brand history resulted in higher brand preference. Second, the brand history and conspicuous consumption had a significant interaction effect on brand preference. Consumers with higher conspicuous consumption showed significantly higher brand preference than those with lower conspicuous consumption. Third, congruity between COB and COM and conspicuous consumption had a significant interaction effect on brand preference. However, when COB and COM were dissimilar no significant effect of conspicuous consumption on brand preference was observed.

• Korean Journal of Human Ecology
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• v.16 no.2
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• pp.367-380
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• 2007

This study investigates the perception of price and the propensity to conspicuous consumption in the purchase of clothing among college students and the relation between the perception of price and the propensity to conspicuous consumption. The data for this study were collected from 1,015 Korean college students. In order to analyze the data, statistical methods such as frequency, percentage, mean, standard deviation, factor analysis, ANOVA, scheffe-test, Pearson's correlation, and Cronbach's a were used with the SPSS statistical package program. The major study findings were as follows. 1. The perception of clothing price among college students was classified into five factors: high price-oriented, discount-oriented, high quality-price rate-oriented, low price-oriented, and effectiveness-oriented. 2. The propensity to conspicuous consumption of clothing among college students was classified into four factors: brand name conspicuousness, conspicuous pursuit of vogue, symbol of their social position, and imported goods conspicuousness. 3. High price-oriented and discount-oriented were different significantly according to sex, age, father's educational level, monthly income, monthly allowance amount. High quality-price rate-oriented and low price-oriented were different significantly according to sex, father's educational level, monthly income, monthly allowance amount. Effectiveness-oriented was different significantly according to sex, age. 4. Brand name conspicuousness, conspicuous pursuit of vogue and imported goods conspicuousness were different significantly according to sex, age, father's educational level, monthly income, monthly allowance amount. Symbol of their social position was different significantly according to sex, age, father's educational level, monthly income. 5. High price-oriented, discount-oriented and high quality-price rate-oriented have the highly positive correlation with four factor of propensity to conspicuous consumption of clothing. Low price-oriented has the negative correlation with four factor of propensity to conspicuous consumption of clothing. Effectiveness-oriented has the lowly positive correlation with four factor of propensity to conspicuous consumption of clothing.

• The Korean Journal of Community Living Science
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• v.23 no.4
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• pp.509-522
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• 2012

The purpose of this study was to explore the effects of adolescent consumers' attitudes toward money and conspicuous consumption on unethical consumption behavior in commercial transactions. The main survey was conducted targeting 290 middle and high school students. As a result of this research, first in the case of adolescent's attitudes toward money, the symbol for happiness and success was 3.11 and the means of control was 1.77 respectively. The level of conspicuous consumption behavior was 2.75 and the level of unethical consumption behavior scored as passive unethical consumption behavior was 1.38 while the active unethical consumption behavior was 2.10. Second, in the case of the attitude toward money as a means of control, it differentiated according to the level of living and the amount of allowance. Conspicuous consumption behavior differentiated according to the amount of allowance and the father's education. Active unethical consumption behavior showed a difference according to the amount of allowance and the father's education. Multiple linear regression analysis conducted to identify relative effects of the variables that affect unethical consumption behavior, in case of passive unethical consumption behavior, showed that conspicuous consumption(${\beta}$=.23, p<.01) and attitudes toward money as a means of control(${\beta}$=.29, p<.001) with an explanatory power of 18%. In the case of active unethical consumption behavior, showed that sex(${\beta}$=.16, p<.05), father's education(${\beta}$=-.15, p<.05), attitudes toward money as means of control(${\beta}$=.18, p<.5) and conspicuous consumption(${\beta}$=.36, p<.001) with an explanatory power of 26%.

• The International Journal of Costume Culture
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• v.3 no.3
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• pp.246-261
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• 2000

The purpose of this study was to investigate the apparel purchasing behavior of adult women consumer groups divided by materialism. The specific objects of this study were ; 1) to examine the degree of materialism, impulsive buying, and conspicuous consumption. 2) to examine the correlation between impulsive buying, materialism, and conspicuous consumption, and to examine the relative influences of impulsive buying, materialism affecting conspicuous consumption. 3) to classify groups according to the level of the propensity for materialism, and to examine the clothing purchasing behavior of the divided groups. Data were administered to 357 adult women living in Sunchol from June to July 1999. For analysis of the data, factor analysis, one-way ANOVE, duncan's multiple range test, frequency and χ²-test were employed. The results of this study were summarized as follows. 1. Materialism and impulsive buying have shown higher than middle score, and conspicuous consumption has shown similar to middle score. 2. The correlation between materialism, impulsive buying, and conspicuous consumption has shown similar to middle score. The higher the materialism and experience of impulsive buying was, the higher was the conspicuous consumption. According to the results of regression analysis examining the relative influence of variables affecting conspicuous consumption. According to the results of regression analysis examining the relative influence of variables affecting conspicuous consumption, the relative importance of the variables were in the order of ; success-symbolic materialism, life-centered materialism, happiness-pursuing materialism, in the order of ; success-symbolic materialism, life-centered materialism, happiness-pursuing materialism, impulsive buying and their explanatory power totalled 35.2%. 3. Evaluating attributes of product, the type of purchasing store, the place of purchasing, the need of high class department store, purchasing price range, and accompanying people when purchasing were the factors influencing the apparel purchasing behavior.

• The Research Journal of the Costume Culture
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• v.8 no.2
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• pp.293-304
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• 2000

The purpose of this study was to analyze the relationship between materialism and conspicuous consumption, and information sources. Data were administered to 357 women living in Sunchon from June to July 1999. For analysis of the data, factor analysis, t-test, one-way ANOVA, duncan's multiple range test, and multiple regression analysis were employed. The results of this study were summarized as follows. 1) Materialism was shown to have the significant differences according to age, marriage, education, occupation, social stratification groups. The higher the education, occupational status, social stratification groups and the lower the age is, or unmarried, the higher is materialism. The use of information sources were shown to have the significant differences according to age, marriage, education, occupation, income, social stratification groups. The higher the education, income, social stratification groups. The higher the education, income, occupational status, social stratification groups and the lower the age is, or unmarried, the higher is use of information. 2) Materialism was shown to have the significant differences according to the groups of conspicuous consumption. The higher conspicuous consumption is, the higher is materialism. The use of information were shown to have the significant differences according to groups of conspicuous consumption. The higher conspicuous consumption is, the higher is use of information. 3) The use of information were shown to have the significant differences according to materialism. The higher materialism is, the higher is use of information. 4) According to the results of the regression analysis examining the relative influences of variables affecting information, the relative importance of the variables are in order of ; happiness-pursuable materialism, conspicuous consumption and their explanatory power totalled 18.6%.

• Journal of Families and Better Life
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• v.21 no.5
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• pp.181-192
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• 2003

This study examined college students' propensity for materialism and conspicuous consumption, and their preference for imported-luxury brand products. This study also identified the factors that influence college students preference for the imported-luxury brands. The data were obtained from a questionnaire completed by 4-year-college students (N=309), and were analyzed by t-tests, ANOVA, and multiple regression analyses. The findings of this study are as follows: First, college students' propensities for both materialism and conspicuous consumption were a little higher than the middle points of the scales. Their preference for imported-luxury brands was a little below the middle point of the scale. Second, the propensity for materialism was higher among first- and second-year students than among third- and fourth-year students. The occupation of household head was significantly related with the levels of materialism and conspicuous consumption, as well as the preference for imported-luxury brand products. Female students were more likely to prefer imported-luxury brands. Those with a higher income and subjective level of living were more likely to have the propensity for conspicuous consumption and preferences for imported-luxury brands. Third, the imported-luxury brands preferences were positively associated with the propensities for both materialism and conspicuous consumption.