본문 바로가기
KERD
논문KCI 등재

The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention

0

조회

0

다운로드

3

인용

0

참고문헌

키워드

주제분류경영학

초록

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.

Abstract

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.

참고문헌 (72)

  1. Babin, B. J., "Work and", or fun : measuring hedonic and utilitarian shopping value, 1994, pp.20(4), 644~656
  2. Bagwell, L. S., "Veblen effects in a theory of conspicuous consumption", The American Economic Review, pp.349~373 (1996)
  3. Batra, R., "Values, susceptibility to normative influence, and attribute importance weights : A nomological analysis", Journal of Consumer Psychology, 11(2), pp.115~128 (2001)
  4. Bauer, H. H., "Driving consumer acceptance of mobile marketing : A theoretical framework and empirical study", Journal of Electronic Commerce Research, 6(3), pp.181~ (2005)
  5. Bearden, W. O., "Attention to social comparison information : An individual difference factor affecting consumer conformity", Journal of Consumer Research, 16(4), pp.461~471 (1990)
  6. Belk, R. W., "Materialism : Trait aspects of living in the material world", Journal of Consumer research, 12(3), pp.265~280 (1985)
  7. Belk, R. W., "Possessions and the extended self", Journal of Consumer Research, 15(2), pp.139~168 (1988)
  8. Bhaduri, G., "Evaluation of absolute luxury : Effect of cues, consumers’need for uniqueness, product involvement and product knowledge on expected price", Journal of Fashion Marketing and Management : An International Journal, 20(4), pp.471~486 (2016)
  9. Blumberg, P., "The decline and fall of the status symbol : Some thoughts on status in a post-industrial society", Social Problems, 21(4), pp.480~498 (1974)
  10. Chaudhuri, H. R., "Of diamonds and desires : understanding conspicuous consumption from a contemporary marketing perspective", Academy of Marketing Science Review, 2006, pp.1~ (2006)
  11. Chaudhuri, H. R., "Conspicuous consumption : is that all bad? Investigating the alternative paradigm", Vikalpa, 35(4), pp.53~60 (2010)
  12. Chen, E. Y., "Conspicuous consumption : a preliminary report of scale development and validation", NA-Advances in Consumer Research, 35 (2008)
  13. Chitturi, R., "Delight by design : The role of hedonic versus utilitarian benefits", Journal of Marketing, 72(3), pp.48~63 (2008)
  14. Chiu, H. C., "Relationship marketing and consumer switching behavior", Journal of Business Research, 58(12), pp.1681~1689 (2005)
  15. Dodds, W. B., "Effects of price, brand, and store information on buyers' product evaluations", Journal of Marketing Research, pp.307~319 (1991)
  16. Fisher, R. J., "An investigation into the social context of early adoption behavior", Journal of Consumer Research, 19(3), pp.477~486 (1992)
  17. Gierl, H., "Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption", International Journal of Research in Marketing, 27(3), pp.225~235 (2010)
  18. Grubb, E. L., "Consumer self-concept, symbolism and market behavior: A theoretical approach", The Journal of Marketing, pp.22~27 (1967)
  19. Han, Y. J., "Signaling status with luxury goods : The role of brand prominence", Journal of Marketing, 74(4), pp.15~30 (2010)
  20. Hinkin, T. R., "A brief tutorial on the development of measures for use in survey questionnaires", Organizational Research Methods, 1(1), pp.104~121 (1998)
  21. Hirschman, E. C., "Innovativeness, noveltyseeking, and consumer creativity", Journal of Consumer Research, 7(3), pp.283~295 (1980)
  22. Holak, S. L., "Purchase intentions and the dimensions of innovation : An exploratory model", Journal of Product Innovation Management, 7(1), pp.59~73 (1990)
  23. Holbrook, M. B., "Special session summary customer value C a framework for analysis and research", NA-Advances in Consumer Research, 23 (1996)
  24. 현효원, "Consumer Value and Social Media Usage on Luxury Product for Vietnamese Consumers", 아시아마케팅저널, 19(4), pp.15~36 (2018), 한국마케팅학회
  25. Im, S., "An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior", Journal of the Academy of Marketing Science, 31(1), pp.61~73 (2003)
  26. Im, S., "Consumer perceptions of product creativity, coolness, value and attitude", Journal of Business Research, 68(1), pp.166~172 (2015)
  27. Kastanakis, M. N., "Explaining variation in conspicuous luxury consumption : An individual differences'perspective", Journal of Business Research, 67(10), pp.2147~2154 (2014)
  28. Kim, B., "What drives the adoption of mobile data services? An approach from a value perspective", Journal of Information Technology, 24(1), pp.35~45 (2009)
  29. Kim, H. W., "Value-based adoption of mobile internet : an empirical investigation", Decision Support Systems, 43(1), pp.111~126 (2007)
  30. 김지윤, "The Role of Perceived Quality in New Product Adoption Process in China", 아시아마케팅저널, 14(1), pp.159~174 (2012), 한국마케팅학회[DOI]
  31. Kim, M., "The effect of distribution channel diversification of foreign luxury fashion brands on consumers’brand value and loyalty in the Korean market", Journal of Retailing and Consumer Services, 17(4), pp.286~293 (2010)
  32. Lai, A. W., "Consumer values, product benefits, and customer value: a consumption behavior approach", NA-Advances in Consumer Research, 22 (1995)
  33. Lassar, W. M., "The relationship between consumer innovativeness, personal characteristics, and online banking adoption", International Journal of Bank Marketing, 23(2), pp.176~199 (2005)
  34. Laukkanen, T., "The effect of strategic orientations on business performance in SMEs : A multigroup analysis comparing Hungary and Finland", International Marketing Review, 30(6), pp.510~535 (2013)
  35. 이진석, "다양한 얼굴의 물질주의: 물질주의, 변화 기대, 과시적 소비", 마케팅연구, 34(2), pp.45~66 (2019), 한국마케팅학회[DOI]
  36. Li, G., "Luxury fashion brand consumers in China : Perceived value, fashion lifestyle, and willingness to pay", Journal of Business Research, 65(10), pp.1516~1522 (2012)
  37. Lynn, M., "Individual differences in the pursuit of self-uniqueness through consumption", Journal of Applied Social Psychology, 27(21), pp.1861~1883 (1997)
  38. Marcoux, J. S., "The attitudes underlying preferences of young urban educated Polish consumers towards products made in western countries", Journal of International Consumer Marketing, 9(4), pp.5~29 (1997)
  39. Mason, R., "The economics of conspicuous consumption" (1998), Books
  40. Mazumdar, T., "A value-based orientation to new product planning", Journal of Consumer Marketing, 10(1), pp.28~41 (1993)
  41. Sol Namkung, "Who Buys Our Brand? The Influence of Consumption Values and the Congruity with Brand Benefits on Brand Identification, Trust and Loyalty", 아시아마케팅저널, 22(4), pp.1~25 (2021), 한국마케팅학회
  42. O’cass, A., "Status brands : examining the effects of non-productrelated brand associations on status and conspicuous consumption", Journal of Product & Brand Management, 11(2), pp.67~88 (2002)
  43. O'Cass, A., "Exploring consumer status and conspicuous consumption", Journal of Consumer Behaviour, 4(1), pp.25~39 (2004)
  44. Podoshen, J. S., "Materialism and conspicuous consumption in China : A cross-cultural examination", International Journal of Consumer Studies, 35(1), pp.17~25 (2011)
  45. Rice, R. E., "Comparing internet and mobile phone usage : digital divides of usage, adoption, and dropouts", Telecommunications Policy, 27(8), pp.597~623 (2003)
  46. Roy Chaudhuri, H., "Conspicuous consumption orientation : Conceptualisation, scale development and validation", Journal of Consumer Behaviour, 10(4), pp.216~224 (2011)
  47. Ruvio, A., "Unique like everybody else? The dual role of consumers' need for uniqueness", Psychology & Marketing, 25(5), pp.444~464 (2008)
  48. Schaefers, T., "Standing out from the crowd: niche product choice as a form of conspicuous consumption", European Journal of Marketing, 48(9, pp.10) (2014), 1805~1827
  49. Schiffman, L., "Consumer Behavior: Global Edition" (2016), Sigmapress
  50. Sheth, J. N., "Consumption values and market choices: Theory and applications", pp.16~74 (1991), South-Western Publishing Company
  51. Shukla, P., "Conspicuous consumption among middle-age consumers : psychological and brand antecedents", Journal of Product & Brand Management, 17(1), pp.25~36 (2008)
  52. Snyder, C. R., "Product scarcity by need for uniqueness interaction : a consumer catch-22 carousel?", Basic and Applied Social Psychology, 13(1), pp.9~24 (1992)
  53. Snyder, C. R., "Product scarcity by the need for uniqueness interaction : a consumer catch-22 carousel?", Basic and Applied Social Psychology, 13(1), pp.9~24 (1992)
  54. Snyder, C. R., "Abnormality as a positive characteristic : The development and validation of a scale measuring need for uniqueness", Journal of Abnormal Psychology, 86(5), pp.518~ (1977)
  55. Spangenberg, E. R., "Measuring the hedonic and utilitarian dimensions of attitude : A generally applicable scale", NA-Advances in Consumer Research, 24 (1997)
  56. Spreng, R. A., "A reexamination of the determinants of consumer satisfaction", The Journal of Marketing, pp.15~32 (1996)
  57. Sweeney, J. C., "Consumer perceived value : The development of a multiple-item scale", Journal of Retailing, 77(2), pp.203~220 (2001)
  58. Taylor, D. G., "Does Facebook usage lead to conspicuous consumption? The role of envy, narcissism and self-promotion", Journal of Research in Interactive Marketing, 10(3), pp.231~248 (2016)
  59. Thompson, S. A., "Brand communities and new product adoption : The influence and limits of oppositional loyalty", Journal of Marketing, 72(6), pp.65~80 (2008)
  60. Thoumrungroje, A., "The influence of social media intensity and EWOM on conspicuous consumption", Procedia-Social and Behavioral Sciences, 148, pp.7~15 (2014)
  61. Tian, K. T., "Consumers' need for uniqueness : Scale development and validation", Journal of Consumer Research, 28(1), pp.50~66 (2001)
  62. Veblen, T., "The theory of the leisure class" (1899), The New American Library
  63. katesh, V., "A longitudinal investigation of personal computers in homes: adoption determinants and emerging challenges", MIS Quarterly, pp.71~102 (2001)
  64. Vigneron, F., "Measuring perceptions of brand luxury", Journal of Brand Management, 11(6), pp.484~506 (2004)
  65. Wai, L. K., "Leveraging Consumer Behavior and Psychology in the Digital Economy", pp.60~80 (2020), IGI Global
  66. Wang, C. L., "Migration of Chinese consumption values : traditions, modernization, and cultural renaissance", Journal of Business Ethics, 88, pp.399~409 (2009)
  67. Wang, J., "Materialism, status signaling, and product satisfaction", Journal of the Academy of Marketing Science, 34(4), pp.494~505 (2006)
  68. Wei, R., "Lifestyles and new media : Adoption and use of wireless communication technologies in China", New Media &Society, 8(6), pp.991~1008 (2006)
  69. Wolfinbarger, M., "eTailQ : dimensionalizing, measuring and predicting retail quality", Journal of Retailing, 79(3), pp.183~198 (2003)
  70. Zeithaml, V. A., "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence", The Journal of Marketing, pp.2~22 (1988)
  71. Zhan, L., "Understanding luxury consumption in China : Consumer perceptions of best-known brands", Journal of Business Research, 65(10), pp.1452~1460 (2012)
  72. Zhang, M., "Technical attributes, health attribute, consumer attributes and their roles in adoption intention of healthcare wearable technology", International Journal of Medical Informatics, 108, pp.97~109 (2017)

관련 논문AI추천

이 간행물의 다른 논문 (3건)