• Journal of Digital Convergence
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• v.20 no.2
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• pp.117-125
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• 2022

This study presents product marketing strategy for mobile gift-giving by recognizing how consumers' propensity of conspicuous consumption and level of impression management affect the choice between hedonic goods and utilitarian goods. Data were collected through an online survey, and logistic regression analysis was performed using SPSS 23.0. The result of this study showed that people with high propensity of conspicuous consumption chose hedonic goods more than utilitarian goods in mobile gift-giving regardless of the level of impression management. On the other hand, those who with low propensity of conspicuous consumption chose utilitarian goods more than hedonic goods when the level of impression management was low, while these was no difference in choice between hedonic and utilitarian goods when the level of impression management was high. This study proposes to advertise in consideration of consumers' propensity of conspicuous consumption and impression management in marketing mobile gift products, especially for hedonic goods. Advertisements can appeal to consumers by using the desire to recognition or show off. Furthermore, further research can be conducted in consideration of other factors affecting gift behavior and expanding the age group.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.2
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• pp.205-215
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• 2002

The purpose of this study was to identity the relationship of clothing involvement, consumer characteristics, and clothing buying behavior of college female students in China. A questionnaire was developed to measure clothing involvement, materialism, conspicuous consumption, reference group influence, clothing purchasing modes, fashion information sources. The questionnaire was administered to 390 college female students in Dandong of china. The data were analyzed using percentage, frequency, factor analysis, and t-test. The results of the study were as follows: 1. Subjects were divided into low clothing involved and high clothing involved groups according to the level of clothing involvement. 2. Three dimensions of materialism were derived by factor analysis such as Happiness-pursuing, Life-centered, and Sucess-symbolic. And three dimensions of conspicuous consumption and reference group influence were derived by factor analysis such as luxury oriented, Status symbolic, Brand-name oriented, and Comparative, Informational, Normative exactly. Clothing purchasing motives and fashion information sources were factor analysed as Social and Individual mole, and Printed & Electric-wave media, Marketer managed, Personal exactly. 3. There were significant differences between high involved and low involved consumers in consumer characteristics and clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about materialism especially in Happiness-pursuing about conspicuous consumption in status symbolic and about influence of reference group in comparative. The high involved consumers put more importance than low involved consumer individual motive as clothing purchasing motive, and marketer managed in clothing fashion information. The high invoked consumers showed more importance than low invoked consumers about evaluating attributes of product, and about store patronage criterion.

• Journal of Digital Convergence
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• v.18 no.5
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• pp.205-220
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• 2020

This study investigated whether there was a difference in off-line consumption behavior on and off-line. Online surveys were conducted on 218 people aged 20 to 59 who live in the country actively using Instagram, and the results of analysis through technical statistical analysis, logistic regression analysis, and linear regression analysis are as follows. There are some differences in the consumption items and expenditures of showing consumption behavior on Instagram and showing consumption in real space. In addition, there were different factors influencing the behavior of showing off in Instagram and the factors affecting the showing of consumption in real space. Age, education, and narcissism have an effect on show off behavior in Instagram, whereas age, materialism, and narcissism have been identified as factors influencing in real space. Whether on Instagram or in the real space, the positive emotions felt by consumers after showing off consumption had a statistically significant effect on consumer happiness. This study has significance in that it has empirically verified the difference between Instagram and actual consumption behaviors, and sought the direction of healthy consumption behaviors for consumer happiness.

• The Research Journal of the Costume Culture
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• v.13 no.1
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• pp.121-132
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• 2005

The purposes of this study were to examine fashion jewelry consumers' purchasing behavior, and to compare store retailing consumers and non-store retailing consumers. Subjects were 614 women in age from 20 to 55 years old in Seoul for this study. For data analysis, descriptive statistics, factor analysis, 2-test, and t-test were used. As the results, 52.9% of respondents had purchased fashion jewelry products via store retailing such as department store, road shop, discount store, while 47.1% of respondents had purchased them through non-store retailing such as internet shopping mall, TV home shopping, and catalog shopping. It revealed that conspicuous consumption had 2 factors: public-self consciousness and luxury product preference. Fashion leader consisted of 3 factors: fashion innovation, fashion interest, and fashion opinion leader. Brand royalty encompassed brand recognition, brand preference, and brand trust. Generally, store retailing consumers had more conspicuous consumption, higher fashion leadership, and stronger brand royalty than non-store retailing consumers. Based on these results, marketing strategies would be suggested for fashion jewelry markets.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.8
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• pp.1242-1253
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• 2000

The purpose of this study was to find out the shopping motive factors of clothing and to classify consumer groups according to clothing shopping motives, and also to analyze demographic characteristics, conspicuous consumption and clothing purchase behavior among consumer groups. The subjects were 329 women in their twenties living in Seoul. For data analysis, mean, Factor Analysis, Cluster Analysis, $\chi$$^2$-test, ANOVA, Duncan test were conducted. The results are as follows; 1. Three factors of clothing shopping motives were identified: fashion/leisure pursuit, economic, and personal motive. Consumer groups are classified into the following four subdivisions: personalizing group, apathetic group, fashion/leisure pursuit group, economic group. 2. Among consumer groups, there were significant differences in demographic characteristics according to age, occupation of the subjects. 3. Among consumer groups, there were significant differences in conspicuous consumptions according to factors such as brand intention, status symbol intention. 4. Among consumer groups, there were significant differences in clothing purchase behavior according to use of information sources. Regardless of clothing shopping motives, consumer preferred department stores in purchasing formal dress, and preferred haberdashery.bonded store in purchasing casual wear.

• International Journal of Advanced Culture Technology
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• v.10 no.3
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• pp.253-262
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• 2022

The purpose of this study is to investigate the influence of golf participants' major hitting factors on their consumption behavior characteristics and golf consumption behavior. To achieve this objective, the study subjects were set as the population aged 20 years or older who use golf courses and driving ranges in Gwangju Metropolitan City and Jeollanam-do, and then 158 males and 172 females using cluster random sampling. A total of 300 persons were selected as the study subjects. The survey tool was the questionnaire method, and among the tools that had already been used to verify the reliability and validity of the questionnaire in domestic and foreign previous studies, it was reused or modified or supplemented according to the variables of this study. The collected data were winter-processed according to the purpose of analysis using the SPSS statistical program as follows. The results obtained through this process are as follows. First, it was found that the major players participating in golf had partial differences in the characteristics of golf consumption behavior. Second, it was found that the major hitters participating in golf had a partial difference in their golf consumption behavior. Third, it was found that the golf consumption behavior characteristics of golf participants partially affected the golf consumption behavior.

• Journal of Families and Better Life
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• v.18 no.2
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• pp.175-190
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• 2000

The purpose of this study is to investigate variables affecting on rationality of consumption behavior of adolescent consumers. The findings from data analysis can be summarized as follows: 1) The degree of the rationality of whole consumption behavior, buying behavior, using behavior and disposing behavior is not so high. Especially the degree of making a buying plan before they buy gathering information according to buying plan and applying gathered information is low but presenting a claim for inferior goods is high. Adolescent consumers don't tend to use products to the end and to exchange or donate disusing products. 2) According to the result of multiple regression analysis, sex, grade, application of advertisement, influence of parents, saving value, conspicuous value, pro-environmental value, aesthetic value, enjoyable value are variables affecting on the rationality of consumption behavior of adolescent consumers.

• Korea Trade Review
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• v.44 no.1
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• pp.101-113
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• 2019

First, this study considered the trade situation of cosmetics products between Korea and China and conducted a survey on Chinese women about the purchasing behavior of Korean cosmetics. Five hypotheses were set up to further analyze Chinese women's purchasing behaviors. Subjective norms, conspicuous consumption, perceived behavioral control, brand and Korean wave were used as five variables to analyze hypothesis tests on the impact of purchase behavior. The results of the study showed that Chinese women's subjective norms, conspicuous consumptions, brands, and Korean wave factors had a significant effect on purchasing behavior, while perceived behavioral control factors did not affect purchasing behavior.

• Journal of Family Resource Management and Policy Review
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• v.7 no.1
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• pp.1-22
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• 2003

The purpose of this study is to classify the subjects according to their lifestyles and analyze the art consumption behavior of them that are classified. Data were obtained form 390 people over 20 years of age. Factor analysis was used for examining dimensions of lifestyles and cluster analysis for classifying the type of lifestyles. This study found three different types of lifestyles, i.e., the conspicuous consumption-oriented type, the economical future-oriented type and the progressive leisure-oriented type. There are significant differences in art consumption behavior as well as socio-economic characteristics of the subjects among three types of lifestyles.

• The Journal of Industrial Distribution & Business
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• v.12 no.11
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• pp.17-31
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• 2021

Purpose: Despite the fact that face (i.e. Chemyon) is deeply-rooted in Korean culture and significantly affects the behavior of Korean people, the effect of face on leisure consumers' consumption behavior has only reported mixed findings, that is, significant and/or insignificant face effects have been reported. It is necessary to integrate prior research findings, and comprehensively examine the effect of face on leisure consumers' consumption behavior. The purpose of this study was to investigate the effect (i.e. effect size, and moderating variables) of face on leisure consumers' consumption behavior through meta-analysis. Research design, data and methodology: Among 1,019 face-related academic studies, retrieved from the academic research information services (RISS), 34 studies and 300 cases examining the effect of face on leisure consumers' consumption behavior were finally included for meta-analysis. Face measured as face sensitivity and/or a face sensitivity sub-component (shame-consciousness, formality-consciousness, and other-consciousness) were integrated in the meta-analysis. Leisure consumers' consumption behavior was classified as antecedents of purchase (overall conspicuous consumption tendency, overall symbolic consumption tendency, personality, high price, high quality, brand seeking, fashion seeking, enjoyment, other person (interpersonal) consideration, position, reference group, and attitude), purchase (purchase intention, unplanned purchase, purchase, and expenditure), and post-purchase (satisfaction, repurchase, and post-purchase). The data used in the meta-analysis was comprised of correlation coefficients, and the meta-analysis was performed using the R-program. Results: The overall mean effect size of face on leisure consumers' consumption behavior was .248. It was found that the effect size was the largest in the order of shame-consciousness face, formality-consciousness face, and other-consciousness face. Among the types of leisure consumers' consumption behavior categorized as dependent variables, the effect size was found to be largest in the order of position, attitude, reference group, post-purchase behavior, brand seeking, personality, trend seeking, etc. In addition, it was found that the leisure types moderated the effect size of face on leisure consumers' consumption behavior. The effect size was found to be largest in the order of skin diving, baseball, various leisure participation, dance, gambling, golf, etc. Conclusions: Face moderately or significantly influence leisure consumers' consumption behavior.