인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
학술저널
DBpia Top 5%
오류 신고하기해당 페이지 내 제목·저자·목차·페이지정보가 잘못된 경우 알려주세요!
초록·키워드
In the context of rapid economic growth and increasing consumerism worldwide, it is crucial for marketers to understand the behaviors associated with conspicuous consumption among luxury product buyers. This study, therefore, collected data from 457 consumers through an online survey conducted in China to investigate the impact of self-related traits, based on self-concept, on conspicuous consumption perception and the purchase intention of counterfeit luxury fashion goods, with a particular focus on the moderating effect of social comparison orientation. The results showed that self-esteem, self-consistency, self-actualization, and self-expression positively influence conspicuous consumption perception, whereas self-control negatively affects it. These effects are moderated by social comparison orientation, with individuals exhibiting a strong orientation experiencing amplified positive effects of self-esteem and self-consistency, as well as a stronger negative impact from self-control. Furthermore, conspicuous consumption perception positively influences the purchase intention of counterfeit luxury fashion goods, with perceived economic benefits serving as a critical mediating factor in this relationship. These findings offer valuable insights for marketers and policymakers as under- standing the psychological drivers of conspicuous consumption can help luxury brands develop strategies that align with consumers’ self-related traits, particularly in socially competitive markets.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
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