A Study on the Effect of Materialism and Conspicuous Consumption on Continuous Intention: Focused on Luxury Consumption

Abstract

Conspiracy to consume luxury goods to increase one's reputation is called conspicuous consumption. The act of purchasing a product or service to show off one's wealth. Conspiracy consumption is a way of demonstrating social status, particularly when a product or service is publicly displayed and distinguishes itself from other consumers. Buying and flaunting luxury is becoming an important factor in many people's present and daily lives. After examining the factors influencing materialism and conspicuous consumption, this study examines the relationship between materialism and conspicuous consumption and continuous intention. The thesis was expanded to include self-esteem, public self-consciousness, fashion, and demands for originality as factors influencing materialism and conspicuous consumption. For the study, 276 data were collected through an online survey. 270 respondents were found to be valid. Structural equation modeling technique was used for the study, and the model was verified using the obtained data. This study used Smart PLS 4.0 and IBM SPSS version 23.0. This study aims to explore mate1ialism and conspicuous constunption. The primaiy objective is to explore the relationship between antecedent variables (self-esteem, public self-consciousness, fashion, demand for originality, materialism, conspicuous consumption, and continuous intention). The results of the analysis showed that self-esteem, public self-consciousness, fashion, and demands for originality had a positive effect on conspicuous consumption. Fashion and the demand for originality had a positive effect on materialism. The overall model fit index supports the proposed hypothesis.