The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention
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 co...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2021-04-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol23/iss1/5/ |
| _version_ | 1818161874670190592 |
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| author | Meixiang Cui Subin Im |
| author_facet | Meixiang Cui Subin Im |
| author_sort | Meixiang Cui |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T16:24:42Z |
| format | Article |
| id | doaj.art-d9da721ae3f0456393823a856a57851d |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-12-11T16:24:42Z |
| publishDate | 2021-04-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-d9da721ae3f0456393823a856a57851d2022-12-22T00:58:45ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002021-04-01231639410.15830/amj.2021.23.1.63The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption IntentionMeixiang Cui0Subin Im1School of Business, Yonsei UniversitySchool of Business, Yonsei UniversityUnidimensional 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.https://amj.kma.re.kr/journal/vol23/iss1/5/onspicuous consumptionostentation of social statusdemonstration of uniquenessperceived valuenew product adoption intention |
| spellingShingle | Meixiang Cui Subin Im The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention Asia Marketing Journal onspicuous consumption ostentation of social status demonstration of uniqueness perceived value new product adoption intention |
| title | The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention |
| title_full | The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention |
| title_fullStr | The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention |
| title_full_unstemmed | The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention |
| title_short | The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention |
| title_sort | impact of conspicuous consumption and perceived value on new product adoption intention |
| topic | onspicuous consumption ostentation of social status demonstration of uniqueness perceived value new product adoption intention |
| url | https://amj.kma.re.kr/journal/vol23/iss1/5/ |
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