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A Comparative study of conspicuous consumption behavior upon instagram and real life

인스타그램과 현실공간에서의 과시소비행동 비교 연구

  • Lee, Soo-Jin (Division of Consumer Science, Seoul National University) ;
  • Kim, Rando (Division of Consumer Science, Seoul National University)
  • 이수진 (서울대학교 소비자학과) ;
  • 김난도 (서울대학교 소비자학과)
  • Received : 2020.04.13
  • Accepted : 2020.05.20
  • Published : 2020.05.28

Abstract

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.

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