• Knowledge Management Research
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• v.21 no.3
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• pp.89-103
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• 2020

When people feel powerless (with losing control), they show compensatory behaviors to get out of this state. The actions to compensate for powerlessness have been studied in the contexts of products or brands, but this study focuses on compensatory behaviors when using social media. Social media, which can express consumers' selves freely, has become a platform for self-expansion. It has been confirmed that the possibility of relieving psychological powerlessness through self-expression on social media exists. Therefore, we examined how people who felt powerless showed compensatory behaviors on social media. According to the analysis, consumer's powerlessness does not directly affect narcissistic self-expression on social media. However, it is derived as being fully mediated by the feeling of anxiety. The more anxious consumers feel, the more narcissistic they express themselves by posting photos of themselves with luxury brand objects that can show social power or authority. In other words, when consumers experience social powerlessness coupled with anxiety, they are likely to show compensatory consumption behaviors such as narcissistic self-expression in order to make their images cool and luxurious and draw others' attention on social media. We confirm that the compensatory consumption due to consumers' powerlessness, which leads to having anxiety, can appear in ways of presenting narcissistic selves on social media.

• Journal of Fashion Business
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• v.26 no.6
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• pp.64-81
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• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• Journal of Digital Convergence
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• v.14 no.5
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• pp.541-551
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• 2016

The purpose of this study was to examine the mediating effects of self-perceived competence on the relation between covert narcissism and dysfunctional anger expression of middle school students. The data collected from the questionnaire was analyzed by using the SPSS 20.0 program. The main results were as follows: Firstly, covert narcissism has statistically a significantly negative correlation to self-perceived competency. It also has a significantly positive correlation to dysfunctional anger expression. Secondly, the results revealed that the relation between covert narcissism and dysfunctional anger expression was partially mediated by 'physical appearance', 'behavioral conduct', 'social acceptance' and 'athletic ability' competencies. The result of this study is significant for providing the basic data for understanding the characteristics of the middle school students who have narcissistic tendencies due to a weak inner-self as well as helping their adaptational relationship through functional anger expressions.

• Journal of the Korean Society of Earth Science Education
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• v.6 no.3
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• pp.196-206
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• 2013

The purpose of this study was to analyze perfectism, interpersonal characteristic between the gifted & talented students and the general. The subject of this study were 112 the gifted students and 120 the general. They answered the questions about perfectism and interpersonal characteristic. To compare the gifted and general students' tendency, collected data was classified by their gender and grade. And correlation analysis was done in oder to analyze the relation between the gifted students' perfectism and interpersonal characteristic. The important results of this study were as follows. First, the grade gap of perfectism was not meaningful in both groups. Otherwise, the gender gap of perfectism was meaningful in both groups. Female's perfectism was higher than male's. And the gifted students' perfectism was higher than the general students'. Second, Differently, the gender gap of interpersonal characteristic was meaningful in the same group. Female had higher positive social-relationship, expression tendency than male. But female had lower competition-aggressiveness propensity than male. In the general group, the 6th grade students showed more positive role, social-relationship than 5th grade. And male showed more competition-aggressiveness propensity than female. Comparing the gifted and the general, the gifted had more dominant-superior, exhibitionistic-narcissistic propensity. It could be a reason of the gifted students' social problem. Third, among self-oriented perfectism and dominant-superior, independent-responsible propensity had meaningful correlation. Also socially-prescribed perfectism had influenced on dominant-superior, sociability-friendliness, exhibitionistic-narcissistic propensity.

• The Journal of Industrial Distribution & Business
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• v.9 no.1
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• pp.99-110
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• 2018

Purpose - The purpose of this study is to investigate the relationship among narcissism, usage motives, usage behaviors, satisfaction with and continuance intention to use fashion social media. Research design, data, methodology - A questionnaire survey was used to collect data after conducting a pilot test. Based on the reliability test of the preliminary questionnaire used for the pilot test, the questionnaire was revised. The final questionnaires were administered to 238 fashion social media users and 216 were used for the data analysis. To assess the validity of these measures, exploratory factor analysis and the confirmatory factor analysis were performed. Structural equation modeling analysis were employed for data analysis. Results - Five factors of the usage motivation of fashion social media were extracted: information-seeking, relationship-seeking, practicality-seeking, enjoyment-seeking and self-expression motives. The statistical analysis confirmed the influence of the narcissism tendency on all of the usage motives of fashion social media, three of the fashion social media usage motives influencing information diffusion behavior, and the influence of the information diffusion behavior on users' satisfaction and continuance intention to use fashion social media. Narcissism exerted the highest influences on self-expression motive followed by information-seeking, enjoyment-seeking, relationship-seeking and practicality-seeking motives in order. Factors affecting fashion information diffusion behaviors are practicality-seeking motive, self-expression motive, and relationship-seeking motive. The greater the diffusion of information, the higher the satisfaction with using fashion social media. The consumers with higher satisfaction intended to use fashion social media and share information more frequently. Conclusions - The results indicate that narcissism is an important factor in fashion social media usage motivation. The main motives for narcissistic people to spread information is for the practical purpose at the most, and then to express their personality and style, and to build relationship with others. The satisfaction through active information sharing behaviors seems to play a key role to lead high continuance intention of fashion social media. These implies that marketing strategies to satisfy consumers' narcissism and motives to use social media, and to stimulate the information diffusion behaviors can be used to meet their needs for higher satisfaction with fashion social media.

• Journal of Fashion Business
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• v.14 no.5
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• pp.78-92
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• 2010

The culture phenomenon, which the desire of self expression is noticeable and the diversity of gender identity is widely accepted, simply makes a difference in the lifestyle of one human being rather than the dichotomous classification of male and female. Now, the delicate and aesthetic sensitivity classified as the feminine characteristics is no longer the exclusive property of female and this refers to substituting it as a social gender from the concept of biological sex. This phenomenon has influenced on the male culture and is creating various codes according to the cultural gender extended from the gender as a social role. Also, the transition into the western lifestyle has extended the aesthetic emotion to accommodate new codes from the diversification and globalization of lifestyle. The mansumer power, which does not care too much about the money for the emotionally attached items, has enabled various fashion styles. After analyzing the diversified clothing behavior conducted by these people in connection with the social phenomenon, First, this shows the phenomenon of emotional value pursuit that finds pleasure over the clothing as the item of augmented reality is added to the concept of play, in which the real space referred to as garment and virtual space of playing the rock, paper and scissors game meet together within the augmented reality. Second, the convergence concept has enabled the coordination of new style by obscuring the area of design concept and this refers to the changes in design from the development of new items and transformation into double-style details. Third, the divergence that intensively provides specific use/convenience and specialized value shows a change in the fashion market from the phenomenon that admits various gene rations of culture and specifically, takes differently about the recognition of middle-aged males. Fourth, the variety seeking tendency receives attention as the value of future design together with the phenomenon of discriminative value pursuit. In the male fashion, it is linked to the collaboration with the design area and this tells that the fashion with the narcissistic cross-dressing and motto of neutral gender without being sided to male/female is rising.