• Journal of the Korean Society of Food Culture
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• v.32 no.1
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• pp.18-26
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• 2017

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out.

• The Research Journal of the Costume Culture
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• v.5 no.1
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• pp.125-135
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• 1997

With rapid changes in social environments, the phenomena of consumption emerge as diverse forms in Korea-excessive consumption, impulsive consumption, imitative consumption, conspicuous consumption, obsessive consumption, etc. Especially, this researcher is interested in how conspicuous consumption of clothing has been reported in newspaper articles. Therefore, the present study is trying to infer reasons for the actual conditions of prevalent conspicuous consumption of clothing in Korean society since the 1980's. Articles in the newspaper from 1991 to 1996 have been studied to provide for study. The rapid industrialization of Korea since the 1960's has led to serious social competition and stratification. For this reason there has been a rise in the relative deprivation and alienation of low-income classes. Hence, they tend to consume clothing conspicuously in order to reduce their complex against wealthy classes. In addition, the improvement of income levels has led to a change in values towards consumption, and materialism. These changes in values along with mass communication are the main factors affecting conspicuous consumption of clothing. Finally, the present study concludes that the state of conspicuous consumption of clothing is based more on the socio-constructive dimension than the personal dimension. Further study of conspicuous consumption of clothing need to focus on the socio-constructive dimension. But because this study only infers the reasons for conspicuous consumption of clothing in terms of constructive dimension, our findings suggest further need for much more detailed and experimental discussion on the issue. The concrete reasons need to be explored in further research.

• The Research Journal of the Costume Culture
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• v.18 no.1
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• pp.177-189
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• 2010

The purpose of this study is to research the conspicuous consumption characteristic expressed in the modern fashion. The conspicuous consumptions are classified with 2 parts as follows as: 1. The motive of conspicuous consumption, 2. The effect of conspicuous consumption. And the motive of conspicuous consumption is 1) conspicuous consumption, 2) conformity consumption, 3) compensatory consumption. The effect of conspicuous consumption is 1) veblen effect, 2) bandwagon effect, 3) snob effect. The veblen effect is caused either by the belief that higher price means higher quality, or by the desire for conspicuous consumption to be seen as buying an expensive, prestige item. The bandwagon effect is people tend to follow the crowd without examining the merits of a particular thing. The snob effect refers to the desire to own unusual, expensive or unique goods. The conspicuous consumption has produced conflicting results of the homogeneous imitation and the different scarcity. Consequently conspicuous consumption characteristic expressed in the modern fashion refers to the conformable imitation and the different scarcity. The conformable imitation is pursuit of first lady look and imitation. The different scarcity refers to the desire to own exclusive or unique goods. The unique value is pursuit of limited edition and art mode.

• Fashion & Textile Research Journal
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• v.23 no.2
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• pp.186-199
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• 2021

SNS (social networking service) plays an important role in delivering information regarding fashion brands and providing a space for communication between fashion retailers and SNS users, as well as between users. This study primarily focuses on exploring the relationships among the motivation of SNS users and social comparison, clothing purchasing behaviors and the difference in the relationships according to individual characteristics. An online survey was conducted on Chinese female consumers in their 20's and 30's who had experience in fashion SNS. A total of 297 women completed online survey. The results of the study revealed that: (1) consumers who have stronger motivation of information seeking and interpersonal communication through fashion SNS reached more active upward comparison and peer comparison accordingly; (2) upward comparison had a significant effect on conspicuous consumption and bandwagon, while peer comparison had no significant effect; and (3) the self-esteem of fashion SNS users significantly moderated the effect of social comparison on conspicuous consumption and conformity consumption. This study contributed to expanding the knowledge on the relationships among the motivations of SNS users and social comparison, and shed light on Chinese SNS users' characteristics and purchasing behaviors in the fashion SNS context. This study also provides vital implications to fashion brands and retailers.

• Journal of Korean Home Economics Education Association
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• v.23 no.2
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• pp.1-16
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• 2011

This study investigates the relationship between the purchasing behavior for hair-care products and the attitude toward hair-care products by adolescents. A total of 412 middle and high school students located in Seoul and Gyunggi-do province participated in this research. SPSS 12.0 for Windows Program was utilized for statistical analysis. As a result, the hair concerns and the satisfaction of adolescents as well as their attitudes towards hair-care products were significantly affected by gender, school level, and educational experiences. Female high school students with some degree of educational experiences had a more rational and brand-oriented attitude. Students having a higher rational and brand-oriented attitude bought hair-care products in regards to the quality of the product and environmental impact. On the other hand, those having a conspicuous and fashion pursuit attitude showed an image and fashion concern purchasing behavior. Adolescents usually purchased styling and dyeing products at a cosmetic specialty store and hair-care cleaning products from a discount store. They obtained the information about hair-care products from relatives, personal experiences, and TV advertisements.

• Management & Information Systems Review
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• v.30 no.4
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• pp.73-92
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• 2011

The purpose of this study was to investigate the differences of influence between luxury brand value and preferences according to consumers' regulatory focus. For data collection, research questionnaires were responded by females consumers living in Pusan and Ulsan. The collected data were analyzed according to the frequency-factor analysis using SPSS 14.0 for windows Package, the factor analysis using Varimax, reliability analysis, T-test, multi-regression analysis, and chow-test. The results were as follows: First, Based on an independent samples t-test, It was found that prevention-oriented respondents were significantly more qualify value and economic value than promotion-oriented respondents, promotion-oriented respondents were significantly more aesthetic value than prevention-oriented respondents. Second, concerning the worth of luxury brands that aesthetic value, qualify value, economic value, conspicuous value, and emotional value significantly affected the consumers' preference about luxury brand. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers' preference about luxury brand. Second, the study was to investigate whether the luxury brand value has an effect on the brand preference depending on the consumer's regulatory focus. The results showed that there were different perceived values of luxury brand preference between the promotion-focused and the prevention-focused consumers. The promotion focus group had the effect on conspicuous value and emotional value, while the prevention focus group had the effect on quality value and economic value for luxury brand preference.

• The Journal of the Korea Contents Association
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• v.20 no.3
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• pp.527-541
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• 2020

Consumers' favorable attitude toward ethical brands, and the rise of ethical consumers, is a recent global trend. Nevertheless, prior studies have emerged that favoring ethical products does not necessarily lead to consumers' purchase. Focusing on this, authors attempted to explore what perceptions of the brand lead to purchase behavior. Three experiments were conducted for this purpose. Results are as follows. First, even in ethical products, consumers choose the product when it is perceived as more ethical. This tendency has been shown for both eco-friendly type and donation type products. Second, when there was no noticeable difference in ethicality, ethical consumers consider brand reputation as an important factor in choice. Third, results remains regardless of consumer individual characteristics (consumer altruism, conspicuousness). Note that, unexpectedly, the underdog effect was not observed among altruistic consumers. Several implications, limitations of research, and suggestions for future research were discussed.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.192-203
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• 2016

This research was conducted over four weeks from January 1, 2016 until May 30. Data was collected from self-adminstered questionnaires of dwontwon Seoul franchise restaurant customers. The data was subjected to regression analysis to analyze the impact of consumer motives on revisit intentioned. Results show that gourmet is B=0.553 (p<.001), convenient, B=0.093 (p<.05), social B=0.294 (p<.001), and showing off is B=0.085 (p<.01) consumer goods all have a significant positive influence on revisit intention. Second, a significant moderating effect of web based rumores on the relationship between consumer and franchise restaurants motives and re-visit, 0.683, F=116.279 (p<.001). The two-level models add additional explanatory power increase due to a consumer culture is 2.9% and F=26.791 (p<.001) to 'revisit' emerged as significant. Stage 3 in the gastronomic and social wealth is significant to the Web rumors was the influence of (-).

• Journal of Digital Convergence
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• v.10 no.10
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• pp.177-185
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• 2012

This study started why do consumers use the counterfeit goods. We executed the pretest through the depth interview, and made an purchase motivation scale, useful satisfaction and dissatisfaction factor scale of counterfeit goods. We found out having the recognition difference of China consumers about these. The results is as follows. First, Counterfeit use motivation ostentation, economic efficiency, satisfaction, and the practicality of four was All counterfeit motivation had a significant impact on attitudes. Second, the personal satisfaction and economic satisfaction as two counterfeit satisfaction factors were Counterfeit products personal satisfaction factors showed a significant influence on the attitude. Also the purchase of counterfeit economic satisfaction had a significant positive impact. Third, counterfeit dissatisfaction factors were personal, social and material factors of dissatisfaction into three Significant influence attitude toward counterfeit products is a factor. Purchase of personal dissatisfaction factors also had a significant impact. These findings made it possible for in-depth understanding of the behavior and culture in China of counterfeit consumer use. The results of this study has provided data that can be utilized in the future counterfeits reduce the use of public awareness campaigns.

• Journal of English Language & Literature
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• v.57 no.1
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• pp.171-190
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• 2011

Shakespeare's plays deploy an interesting array of food signs in a way to illuminate the historical process of what Stephen Mennell has described as "the civilizing of appetite"-a process in which the changes of food choices and eating habits took place in response to the changes in people's way of life and personality structure over the long-term modern period since the middle ages. Shakespeare's plays suggest that the civilizing of appetite in early modern England was heavily affected by the forces of social mobility as well as the nascent market economy. The Capulets' costly preparation of Juliet's wedding banquet is a showcase of conspicuous consumption which was a structural necessity for the ruling class in Shakespeare's time. Some fifteen years later, the same kinds of foodstuffs are included in a shepherd's shopping list for the sheepshearing festival in Winter's Tale. This is a significant coincidence to prove that food was an important source of emulation and contest among different social classes; and that the rich diet of the upper class gave impetus to social mobility. The Elizabethan subjects, especially among the elite noblemen, were interpellated by the ideology of food that equated the quality of food and the eater's social identity. Faced with bankruptcy as a consequence of his extravagant consumption habit, Bassanio in The Merchant of Venice testifies to the gripping ideology of food onto early modern people, while Poor Tom in King Lear presents a comic parody of the rich people's conspicuous waste. Also in Coriolanus and The Merry Wives of Winsor, Shakespeare uses food as a metaphor for class-motivated social struggles.