Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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Influence of Social Exclusion on Conspicuous Consumption: Moderating Effect of Attribution and Self-Esteem

사회적 배제가 과시소비에 미치는 영향: 내적귀인과 자존감의 조절역할

  • Choi, Ji-Eun (Department of Business Administration, Kangwon National University)
  • Received : 2021.08.31
  • Accepted : 2021.09.21
  • Published : 2021.09.30
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Abstract

Purpose - This research aims to investigate the influence of social exclusion on conspicuous consumption. Specifically this research suggested that the influence of social exclusion on conspicuous consumption would be different depending on consumers' psychological characteristics such as internal attribution tendency and self-esteem. Design/methodology/approach - The experiment was conducted to verify hypotheses. 110 sample data were collected from the experiment and SPSS PROCESS Macro was used for data analysis. Findings - The result revealed that the interaction effect of social exclusion and internal attribution was significant. Specifically, social exclusion had on positive impact on conspicuous consumption for consumers with high level of internal attribution tendency. In addition, conspicuous consumption was pronounced for consumers having both high level of internal attribution and low level of self-esteem. Research implications or Originality - The result is expected to expand the research scope on social exclusion and conspicuous consumption, and provide practical implications for marketers.

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