• 가정과삶의질연구
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• 제21권5호
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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.

• 가정과삶의질연구
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• 제31권5호
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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.

• 복식
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• 제66권7호
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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.

• 산경연구논집
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• 제5권3호
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• pp.35-43
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• 2014

Purpose - This study aims to identify the reasons behind the conspicuous consumption of Veblen products, viz. fashion designer wear, diamond and gold jewellery, and high-end cars, to examine how conspicuous consumption varies between Aryan and Dravidian cultures. Research design, data, and methodology - The researchers meticulously review the relevant literature, administered a well-structured questionnaire, and conducted personal interviews on various influential factors relating to the consumption of Veblen products. The convenience sampling technique was used to gather data, with a total sample of 200, equally selected from eight cities of both North and South India the collected data was analyzed through ANOVA and Z-Proportion tests. Results - Indian consumers' conspicuous consumption significantly varies among the Veblen products selected for the study, between the Aryan and Dravidian cultures. Regarding conspicuous consumption of branded accessories, 65 percent of Aryan culture Indians responded positively as against only 45 percent of the Dravidian culture Indians. Conclusions - This ingenious study proffers valuable insights about the conspicuous buying behavior of affluent class consumers in India, which are lucrative for both the corporate sector and academia.

• 한국의류산업학회지
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• 제3권3호
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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.

• 대한가정학회지
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• 제41권7호
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• pp.145-156
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• 2003

The purpose of this study is to analyze the propensity of conspicuous consumption of adolescent consumers related to propensity of materialism. To achieve the purpose of this study, data were collected from 644 adolescent consumers through questionnaires. The results of this study, the adolescent consumers' propensity of conspicuous consumption varies significantly according to the variables such as sex, grade, monthly income, monthly average allowance, mother's age, residence, and their consuming education.

• 한국의상디자인학회지
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• 제19권2호
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• pp.101-115
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• 2017

This study classified social stratum variables of adults in their 20s to 50s by subjective and objective measurements and classified leisure activities into groups to examine the conspicuous consumption of leisure apparel. A total of 365 adults in their 20s to 50s living in Daegu and the Kyungbuk area were selected considering their jobs and residences. SPSS PC+ 20.0 was used to analyze the data with frequency analysis, factor analysis, reliability examination, cluster analysis, ANOVA, Duncan-test, Scheffe-test, and ${\chi}^2-test$. The results of this study are shown as follows. First, 'Jogging/Walking' was found to be the most favorable activity in the examination of leisure sports activities among the participants and showed a difference in gender. Second, leisure activities were pastime-culture activity, sports activities, static activity, volunteering, and relaxing, and these activities were grouped into non-participant, active and passive leisure activities. Conspicuous consumption of leisure apparel was classified into personality oriented, luxury goods-oriented, and other people-oriented. Third, there was a significant difference in the sub-factors of the conspicuous consumption of leisure apparel (personality oriented, luxury goods-oriented, other people-oriented) according to the sub-factors of subjective stratum(economic power, social position, level of consumption, cultural level and overall stratum consciousness). Fourth, there was significance in the objective social stratum variable by the types of leisure activities. Significant differences were found in personality orientation, luxury goods-oriented, and other people-oriented in conspicuous consumption of leisure apparel by the types of leisure activities. Finally, there were significant differences in economic power, level of consumption, cultural level of subjective social stratum by gender, sports activities and volunteering in leisure activities, as well as other people-oriented conspicuous consumption of leisure apparel. This study also found significant differences in economic power, level of consumption and cultural level of social stratum by age, as well as other people-oriented conspicuous consumption of leisure apparel.

• 서비스연구
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• 제7권4호
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• pp.1-14
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• 2017

과시소비에 관한 연구는 많이 진행되어 왔지만, 소비자가 지각한 타인의 과시소비의 부정적인 감정에 대한 연구는 많지 않다. 본 연구에서는 타인의 과시 소비가 소비자의 브랜드 평가에 미치는 부정적인 영향을 검증하는 것을 목적으로 실험을 진행하였다. 본 연구에서는 두개의 실험을 통하여, 지각한 과시 소비는 소비자의 브랜드 평가에 부정적인 영향을 끼친다는 것을 밝혀냈다. 타인의 과시 소비는 임시적으로 소비자의 권력거리신념에 영향을 미치며 이러한 영향은 궁극적으로 소비자의 브랜드평가에 영향을 미친다. 즉 소비자의 권력거리신념은 타인의 과시소비와 브랜드평가의 관계를 매개한다. 개인 수준의 집단 규범은 타인의 과시 소비와 브랜드 평가에 대한 조절효과를 밝히지 못했지만, 국가차원의 집단규범은 타인의 과시소비와 브랜드평가의 관계를 조절하는 것을 검증하였다.

• 가정과삶의질연구
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• 제11권2호
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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.

• 한국가정과교육학회지
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• 제12권1호
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• pp.21-32
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• 2000

The purpose of this study was to investigate the effects socio-demographic and socio-psychological variables on the proppensity for conspicuous consumption of adolescents. The data used in this study were collected through questionnaires on 488 adolescents living in Kyongju City. The data were analyzed by using SPSS-win program. The specific objectives of this study were to invetigate the difference of adolescent consumers’ propensity for conspicuous consumption and to predict the independent effects on the propensity for conspicuous consumption by socio-demographic & socio-psychological variables The results of this study were as follows: 1) The adolescent consumers’propensity for conspicuous consumption was different significantly according to the socio-demographic variables such as school. the subjective level of household consumption. the allowance interval. the amount of allowance. 2) According to the results of the multipul regression-analysis were in the order of: materialism the frequency of communication with their friends. the perceived level of living. and the amount of allowance. These independent variables explain 29.8% of the total variance.