The Psychological Motivations of Online Conspicuous Consumption: A Qualitative Study

Int. J. E Bus. Res. Pub Date : 2020-04-01 DOI:10.4018/ijebr.2020040101

Jude Qattan, M. Khasawneh

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引用次数: 4

Abstract

Conspicuous consumption is a behavior that is becoming prevalent in today’s world. Although limitedattentionhasbeengiventoconspicuousconsumptioninadigitalworld,itisabehaviorthat everyonepractices,indifferentdegrees.Thisarticlesetsouttorevealandexaminetheunderlying psychologicalmotivationsofonlineconspicuousconsumption.Semi-structuredinterviewsareadopted asaqualitativetechnique.TheinterviewswereconductedwithfifteenJordanianresidentswhohave accesstotheinternetandsocialmedia.Thefindingsrevealthatthefourproposedpsychological motivations(envy,materialism,narcissism,andsocialcomparison)areofsignificantinfluenceon users’onlineconspicuousconsumption.This study introducesacomprehensivemodelofonline conspicuous consumption that was not addressed earlier in the literature and provides a viable foundationforfutureresearchinthiscontext.Furthermore,theresultswillhelpmarketingmanagers tobetterunderstandandmanage theirstrategies in reference tousers’psychologicalmotivations whenpostingonline. KEywORdS Conspicuous Consumption, Envy, Materialism, Narcissism, Online Conspicuous Consumption, Online Consumer Behavior, Social Comparison, Status Consumption

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网络炫耀性消费的心理动机:一项定性研究

炫耀性消费是一种在当今世界变得越来越普遍的行为。虽然limitedattentionhasbeengiventoconspicuousconsumptioninadigitalworld，itisabehaviorthat everyonepractices，indifferentdegrees。Thisarticlesetsouttorevealandexaminetheunderlying psychologicalmotivationsofonlineconspicuousconsumption。Semi-structuredinterviewsareadopted asaqualitativetechnique。TheinterviewswereconductedwithfifteenJordanianresidentswhohave accesstotheinternetandsocialmedia。Thefindingsrevealthatthefourproposedpsychological动机(羡慕，materialism，narcissism，andsocialcomparison)areofsignificantinfluenceon用户的onlineconspicuousconsumption。This研究introducesacomprehensivemodelofonline明显的消费，在之前的文献中没有提到，并提供了一个可行的foundationforfutureresearchinthiscontext。Furthermore，theresultswillhelpmarketingmanagers tobetterunderstandandmanage theirstrategies inreference_ tousers ' psychologicalmotivations whenpostingonline。关键词炫耀性消费，嫉妒，物质主义，自恋，网络炫耀性消费，网络消费行为，社会比较，地位消费

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Int. J. E Bus. Res.

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