What exactly are you buying for : impact of relational mobility on the conspicuous consumption behaviour /

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Student Theses

2021

Ji, Yuxin

Hong Kong : The Education University of Hong Kong

Thesis

Objectives: Followed by the economic growth and income rise, Chinese people's excessive buying behaviour had been in the rising process along with the materialism inclination. Previous studies have explored the relationship between three buying-related self-concepts (Status-seeking, Susceptibility of normative influence, Need for uniqueness) and the conspicuous luxury consumption behaviour in western societies. Yet few studies have touched on the social-ecological factors in consumer behaviour in Chinese context. To explore how both of the social (society-constructed) and individual (self-related) factors function on the conspicuous consumption behaviours among Chinese consumers, this research developed a mediation model to explore the impact of Relational mobility on the conspicuous consumption behaviour via the three self-concept effects. Methods: N = 245 participants joined this study and completed a series of online surveys, which include Luxury Buying Frequency (LBS) Scale, "Loud" Product Selection (LPS) Survey, Status-Seeking (SS) Scale, Susceptibility to Normative Influence (SNI) Scale, Need for Uniqueness (NFU) Scale, Relational Mobility Scale. Demographic information was also collected. PROCESS regression analysis (Model 4) was conducted to analyse the data. Results: While some significantly positive correlations were found between SS and LBS, NFU and LBS, SS and LPS, indirect effect of Relational mobility on the conspicuous consumption behaviour was not observed. Conclusions: Interpretations about why the results were non-significant, limitations, as well as implications to individuals, enterprises, society and theory advancements are given and discussed

LG51.H43 BSS(Psy) 2021eb Jiyx

https://educoll.lib.eduhk.hk/records/VCvSrvgy