• 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 Marketing Journal
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• v.23 no.1
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• pp.63-94
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• 2021

Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today's consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product adoption intention both directly and indirectly through perceived social value, while demonstration of uniqueness improves new product adoption intention only indirectly through perceived utilitarian and hedonic value. This research identifies the ostentation of social status and demonstration of uniqueness as two dimensions of conspicuous consumption and refines scales to measure them. In addition, this research identifies conspicuous consumption as a driver of new product adoption intention and recognizes the mediating role of perceived value.

• 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 Distribution Science
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• v.18 no.3
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• pp.15-24
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• 2020

Purpose: The purpose of this study is to investigate the mediating effect of conspicuous brand usage between brand experience and brand loyalty in relational perspective, and to probe the difference between the positively experienced consumers and the negatives. Research design, data and methodology: Apple iPhone, Samsung Galaxy, and other brands were suggested as consideration set to be selected from 223 Amazon Mechanical Turk respondents, and they answered the structured survey of 33 questions made by Qualtrics with 5-point Likert scale. Structural Equations Model (SEM) was employed to test the hypothesized model, and RStudio and SPSS 18 were used to analyze the dataset. Results: It was confirmed that the more consumers have positive brand experience, the more they are loyal to brand. Conspicuous brand usage can be positively mediated, and consumers who experienced high conspicuous brand usage are more likely to be loyal to the brand. Conclusions: It is noteworthy to find the mediating effect of conspicuous brand usage, and the hidden mechanism between brand experience and brand loyalty. Managers can promote positive conspicuous brand usage when consumers get in touch with product and service channels. By providing impressive conspicuous brand experience, the brand loyalty of the band can be enhanced.

• The Research Journal of the Costume Culture
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• v.5 no.1
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• pp.125-135
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• 1997

With rapid changes in social environments, the phenomena of consumption emerge as diverse forms in Korea-excessive consumption, impulsive consumption, imitative consumption, conspicuous consumption, obsessive consumption, etc. Especially, this researcher is interested in how conspicuous consumption of clothing has been reported in newspaper articles. Therefore, the present study is trying to infer reasons for the actual conditions of prevalent conspicuous consumption of clothing in Korean society since the 1980's. Articles in the newspaper from 1991 to 1996 have been studied to provide for study. The rapid industrialization of Korea since the 1960's has led to serious social competition and stratification. For this reason there has been a rise in the relative deprivation and alienation of low-income classes. Hence, they tend to consume clothing conspicuously in order to reduce their complex against wealthy classes. In addition, the improvement of income levels has led to a change in values towards consumption, and materialism. These changes in values along with mass communication are the main factors affecting conspicuous consumption of clothing. Finally, the present study concludes that the state of conspicuous consumption of clothing is based more on the socio-constructive dimension than the personal dimension. Further study of conspicuous consumption of clothing need to focus on the socio-constructive dimension. But because this study only infers the reasons for conspicuous consumption of clothing in terms of constructive dimension, our findings suggest further need for much more detailed and experimental discussion on the issue. The concrete reasons need to be explored in further research.

• 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.

• Journal of Families and Better Life
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• v.27 no.2
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• pp.139-153
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• 2009

This study examined the conspicuous consumption and consumption tendencies of the adolescent consumer and also identified factors that influence the adolescent consumer's conspicuous consumption and consumption tendencies. The data were obtained from a questionnaire completed by high school students(N=679), and were analyzed by ANOVA, and multiple regression analyses. The findings of this study are as follows: First, both the consumption tendencies and the conspicuous consumption of adolescent consumers were above average. Second, the consumption tendencies of adolescent consumers were related to the allowances they received. In particular, the consumption tendencies of adolescent consumers who spent allowances of more than won 20,0000 were higher than those of the other groups. In addition, the propensity for conspicuous consumption was related to the education level of parents, the parents' income, and the amount of the adolescent's allowance. Conspicuous consumption was shown to be higher when the parent's had graduate or postgraduate school degrees than when the parents were high school graduates. Although higher income was related to the propensity for conspicuous consumption, adolescent consumers who spent won 10,0000-20,0000 were more likely to exhibit conspicuous consumption than those who spend over won 20,0000. Third, the variables that had the most influences on consumption tendencies were commercials watched and the adolescent's group of friends, while the most effective variables that had the most influence on conspicuous consumption were consumption tendencies and consumer education level.

• 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.

• 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.