• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.377-388
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• 2022

The Personal sense of uniqueness (PSU) is positively associated with subjective well-being and has been recently shown its correlation with happiness, influencing consumer's experience behavior. However, the effects of hedonic and eudaimonic experience on conspicuous and inconspicuous (consumer's need for status and inner fulfillment) are unknown. The purpose of this research is to address a gap existing in the literature by testing the effects of PSU on hedonic and eudaimonic leisure experiences and how happiness leisure experiences effects conspicuous and inconspicuous consumption. The relationships hypothesized in the model are tested using partial least squares structural equation modeling (PLS-SEM) and bootstrapping procedure. Data was gathered using a self-administrated survey, answered by 200 consumers based on consumers' leisure experiences. The findings of this study suggest that (i) PSU positively and significantly influence hedonic and eudaimonic happiness; (ii) the effect of PSU on eudaimonic happiness is higher than in hedonic happiness; (iii) eudaimonic happiness positively and significantly influence conspicuous and inconspicuous consumption; and (iv) hedonic happiness negatively and significantly influence conspicuous and inconspicuous consumption. This study helps fill a gap in the literature by introducing and testing the effect of hedonic and eudaimonic leisure experiences and the relationship between these constructs and PSU and (in) conspicuous consumption.

• Journal of Service Research and Studies
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• v.7 no.4
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• pp.1-14
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• 2017

Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption's negative effect on consumers' attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer's temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.

• Journal of the Korean Society of Costume
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• v.66 no.7
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• pp.1-16
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• 2016

The purpose of this study was to examine the characteristics of conspicuous kids fashion and its intrinsic meaning as the popular trends of luxury product consumption expand into the area of kids' fashion. For methodologies, literature study was conducted along with empirical study. The literature study was based on various literatures and preceding studies, including books. The empirical materials used the internet photos, overseas kids fashion magazines, and free newspapers available on the basis of membership targeting the upper class. Conspicuous kids fashion refers to imported luxury kids brands, which signify higher status of the wearer due to the high prices and high quality. These brands were thrust into limelight amid the Wanna-Be Phenomenon, which resulted from the emergence of kids' fashion icons. Imported luxury brands launched the products in the form of brand line extensions. It promoted exhibition of vicarious consumption to show off the wealth and social prestige of parents. It came into prominence due to emotional consumption among kitty moms. Moreover, this study examined the intrinsic meaning of conspicuous kids fashion. The results showed components of conspicuous kids fashion, which was classified into the emphasis on outward appearance, consumption for vicarious satisfaction, inheritance of cultural capital, and network configuration.

• Journal of Families and Better Life
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• v.11 no.2
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• pp.1-12
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• 1993

The purposes of this study were to investigate the factors related to conspicuous consumption and the effect of materialism and reference group on the conspicuous consumption. The data used in this study included 287 homemakers living in Mokpo and Kwangju,. Statistics used for data analysis were Means Frequencies One-Way Anova and Multiple Regression Analysis. The findings were as follows: 1) The factors related to conspicuous consumption were educational level of wife educational level of husband job of husband and subjective level of living 2) The factors related to materialism were age of wife and subjective level of living 3) The factors related to reference group were age of wife educational level of husband job of husband and subjective level of living 4) Materialism and reference group had positive effects on conspicuous consumption 5) The effect of reference group was the most influencial factor.

• Journal of Family Resource Management and Policy Review
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• v.5 no.1
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• pp.111-122
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• 2001

The propose of this study is to recognize the present consuming trends of adolescents and to verify the most influential variables affecting on the conspicuous consumption of adolescents. The samples were selected from the first and second grade level among male and female high school students in Seoul and Inchon area. The 384 subjects were analyzed by the SPSS/WIN program. The major findings of this study is as follows. First, the general tendency for conspicuous consumption of adolescents showed a lower level of scores than the average. Second, The conspicuous consumption of adolescents showed a significant differences, according to the socio-demographic variables, the psychological variables, the educational level of the adolescents, and the environmental variables. Third, the most influential variables affecting on the conspicuous consumption of adolescents are the variables, such as friends, mass media, sex, mother’s educational level, and material-oriented tendency. The total explonation of these variables was 54.7%.

• Journal of Families and Better Life
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• v.17 no.1
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• pp.15-32
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• 1999

The objectives of this study are to examine the propensity of conspicuous consumption of adolescent consumers to investigate the effects of demographic variables socio-psychologival variables materialism on the conspicuous consumption of adolescent consumers. The survey of this research was conducted by means of self-administered questionnaire with 483 adolescent consumers attending middle school located in Inchon. Major findings are the following: (1) The propensity for conspicuous consumption of adolescent consumers averages 47.98 points. This score is beyound the middle slightly. (2) According to the results for examining the relative influences of variables affecting conspicuous consumption of adolescent consumers the relative importance stars school education the degree of taking in advertisement attitude of their parents self-esteem materialism gender and educational level of their father. Explanatory power of these variables totalled 70.5%.

• Korean Journal of Human Ecology
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• v.16 no.1
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• pp.103-110
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• 2007

The purposes of this study were to investigate the effect of materialism and conspicuous consumption on purchase of fashion luxury goods and counterfeits, and demographic variables' effect on these fashion purchase behaviors. For this study, 386 women aged over 20 were surveyed. The data were analyzed with frequency, factorial analysis, multiple regression analysis, ANOVA, etc., using the SPSS 10.0. The results of this study included; 1) The materialism was divided three factors: 'Pursuing of Happiness', 'Pursuing of Possession' and 'Disinterest of Possession'. 2) The conspicuous consumption was divided two factors: 'Pursuing of Recognition' and 'Pursuing of Fashion'. 3) The purchasing of fashion luxury goods was positively affected by 'Pursuing of Recognition' and 'Pursuing of Fashion' which were the conspicuous consumption factors. And the purchase of fashion counterfeits was affected positively by 'Pursuing of Happiness' and 'Disinterest of Possession', which were the materialism factors, and by 'Pursuing of Fashion', which was the conspicuous consumption factor. And 4) Age and income affected the purchase of fashion luxury goods and counterfeits.

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.49-61
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• 2012

The purposes of this study were study intended to investigate effects of conspicuous consumption, sales promotions and images of the country of manufacture on Chinese consumers' purchasing attitudes to fashion luxury brands. The study was conducted by experimental conspicuous consumption(2)X[types of sales promotions(2) X images of the country of manufacture(2)] design by combining the 3 variables mentioned above. 312 women living in Chengdu were collected for this study. For data analysis, factor analysis, T-test, frequency analysis and ANOVA were used. The results were as follows: First, Chinese consumers' favor to fashion luxury brands: 2-way interactions, in sales promotions and images of the country of manufacture, was found for favor to fashion luxury brands. Second, Chinese consumers' purchase intent to fashion luxury brands: only the main-effects of conspicuous consumption and images of the country of manufacture was meaningfully positive. It demonstrates that only conspicuous consumption and images of the country of manufacture effected Chinese consumers' purchase intent to fashion luxury brands.

• The Research Journal of the Costume Culture
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• v.1 no.1
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• pp.95-111
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• 1993

The purpose of this study was to find out the relationship between the conspicuous consumption of clothing and status inconsistency. For this study, two kinds of guestionnaires were conducted to collect data for the conspicuous consumption variables of clothing and status inconsistency variables. Status inconsistency was measured by educational levels and occupational levels of married women and their husbands, the family′s total income. Status inconsistency was defined by the inconsistency among married women′s and their husband′s educational levels, family′s total income, their husband′s occupational levels. In order to investigate status inconsistency effects, when their investment (education0 are lower than their rewards (income or occupation) they are classified as over-rewarded inconsistency, while their investments is higher than their rewards, as under-rewarded inconsistency, and their investments are equal to their rewards, as consistency. The conspicuous consumption variables in clothing were consisted of seven variables; Brand-oriented, Fashion-oriented, Leisure-showing, Leisure-oriented purchase of clothing and Excessive expenditure to purchase of clothing, purchase of Imitation clothing in well-known brand and purchase of Expensive clothing from abroad. Data were obtained fro m436 housewives living in Kwang-ju are a and analyzed by F-test, Pearson′s Correlation and Frequency. The results of this study were follow; When the subjects were divided into three group according to their status inconsistency type, there were significant differences (P<.05 or P<.01) among groups of conspicuous consumption variables in clothing. The groups of "under pivileged" status inconsistency type and "over rewarded" status inconsistency type were tend to show conspicuous consumption in clothing than other type of status inconsistency groups.

• Fashion & Textile Research Journal
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• v.14 no.1
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• pp.56-63
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• 2012

The purpose of this study was examine the effects of the conspicuous consumption tendency by age on fashion involvement. Questionnaires were distributed to 554 females in their 20s-50s. for the final analysis. The results of this study were as follows. First, as a result of the examination of the differences between conspicuous consumption and fashion involvement by age, people in their 20s showed the highest conspicuous consumption and fashion involvement. Second, as a result of the analysis of the effects of the conspicuous consumption by age on the fashion involvement, people in their 20s and 30s influenced the appearance management among the factors of the individuality pursuit orientation and those in the 40s physical supplementation and appearance management and those in the 50s the physical supplementation and sexual appeal. The brand orientation factor influenced social symbol to all the people in their 20s to 50s and the high price orientation factor did not influence any of the people in their 20s to 50s. The trend pursuit orientation factor showed its influence on appearance management to those in their 30s and sexual appeal and conformity to those in their 40s.