ABSTRACT

This study aims to propose and test a framework for status consumption in the context of perceived symbolic status. This paper fills the gap in the literature by proposing an integrated model focusing on the drivers and consequences of status consumption, conspicuous consumption, and symbolic status. We conducted an online survey among 990 people, and we tested the structural path relationships using AMOS. The results show that, first, status consumption and conspicuous consumption relate to perceived symbolic status. Second, the product symbolic status of the self relates to the product symbolic status of others. Third, the average product symbolic status of the self is higher than the average of the product symbolic status of others. Finally, when consumers are susceptible to normative interpersonal influences, they are more susceptible to status consumption and conspicuous consumption. Thus, consumers have a higher tendency to attribute the symbolic status of self to product and brand use than others. The implications of these findings are expected to make a contribution to the literature and lead to a better understanding of brand differentiation, positioning, and advertising decisions.

摘要

本研究旨在提出和测试在感知象征地位的背景下地位消费的框架。本文通过提出一个关注身份消费、炫耀性消费和象征性身份的驱动因素和后果的综合模型，填补了文献的空白。我们对 990 人进行了在线调查，并使用 AMOS 测试了结构路径关系。结果表明，首先，地位消费和炫耀性消费与感知的象征地位有关。其次，自我的产品象征地位与他人的产品象征地位有关。第三，自我的平均产品象征地位高于他人的平均产品象征地位。最后，当消费者容易受到规范的人际影响时，他们更容易受到地位消费和炫耀性消费的影响。因此，消费者比其他人更倾向于将自我的象征地位归因于产品和品牌使用。这些发现的意义预计将对文献做出贡献，并有助于更好地理解品牌差异化、定位和广告决策。