Browsing by Subject "Conspicuous consumption"
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ItemThe antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platformThe purpose of this study was to examine the influences of social media usage, key opinion leaders (KOLs), self-image congruency, and materialism on conspicuous consumption, as well as how conspicuous consumption had an impact on happiness with a purchase and satisfaction with luxury fashion products in a social media platform. The literature review suggested that conspicuous consumption was accelerated over a social media platform and by the role of KOLs because they promoted the favorable self-expression through a product consumption that exhibits an image that was congruent with an individual’s ideal self-image. The literature also implied that a materialistic consumer was likely to engage in conspicuous luxury consumption. Regarding its consequences, a happiness with a purchase and a satisfaction with a product were likely to be associated with conspicuous consumption. The literature in this study provided a more holistic comprehension of conspicuous consumption by incorporating both influential factors and potential consequences, and can be referred to in developing more efficient advertising and marketing activities.
ItemA cross-cultural examination of the impact of transformation expectations on impulse buying and conspicuous consumptionBuilding on expectation states theory, our study proposes a model to investigate cross-cultural differences between eastern (Thai) and western (American) consumers in terms of the relationships between transformation expectations (TEs) and the behaviors of (1) conspicuous consumption and (2) impulse buying. We operationalized TEs as a second-order construct, consisting of four first-order constructs, namely “self-,” “relationship,” “hedonic,” and “efficacy” transformations. Through a sociological lens, we postulated positive relationships between TEs and the two behavioral constructs. By applying multi-group structural equation analyses, we gained support for our hypotheses. The relationships, however, are stronger in the case of Thai consumers. We also discussed the results and provide implications for international marketers.
ItemA cross-national study of consumer spending behavior: the impact of social media intensity and materialism( 2018) Amonrat ThoumrungrojeThe ubiquity of Internet, mobile devices, and online social media platform has undeniably altered consumer lifestyles and business conduct globally. To explore the influences of social media on consumer behavior, this study applied the “self-regulation” concept and a cross-cultural conceptualization of “self” to propose a model explicating how social media intensity directly and indirectly—through materialism—impact consumers' credit overuse, conspicuous consumption, and impulse buying. Using data collected from the U.S. and South Korea, social media intensity strongly influences consumer spending in the American sample but has no effect on credit overuse behavior in the South Korean sample.
ItemThe Influence of Social Media Intensity and EWOM on Conspicuous Consumption( 2014) Amonrat ThoumrungrojeAn increasing number of people all around the globe are spending tremendous amounts of time in the cyber world on activities such as connecting with one another and searching for information. It is undeniable that social media, such as social networking sites (e.g. Facebook), micro blogging sites (e.g. Twitter), photo sharing sites (e.g. Instagram), and video sharing sites (e.g. YouTube) play a considerable role in peoples’ daily lives—changing the way people carry out their routines. This widespread consumption of social media has made an impact on the way marketers design their marketing activities, particularly in the promotion and distribution of their products. Grounded in sociology and marketing literature, this paper proposes a model linking the intensity of social media use with consumers’ reliance on electronic word of mouth (EWOM) and their consumption of conspicuous products. Data were collected from Thai consumers that yielded a final usable sample size of 1,142. The results from structural equation modeling reveal both direct and indirect influences (i.e., via EWOM) of social media intensity on conspicuous consumption. Hence, social media and EWOM are effective tools to entice demand for conspicuous products. In sum, this paper extends social network analysis to investigate evolving consumer behavior, and also suggests innovative marketing tools that enable firms to capitalize on advanced communication technologies and to adapt to the new virtual life style.