An exploratory study of Thai consumers' perceptions of 'conspicuousness': a case study of luxury handbags.

Oe, H., Yamaoka, Y., Pornchnit, S. and Liang, Y., 2018. An exploratory study of Thai consumers' perceptions of 'conspicuousness': a case study of luxury handbags. Journal of Consumer Marketing, 35 (5). (In Press)

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Abstract

This study examined consumer perceptions about luxury goods in Thailand, and focused on conspicuous and inconspicuous buying behavior. Conspicuous attitudes have been acknowledged as one of the aspects of Asian consumers' behavior, in the context of a collectivism culture. To explore this theme, survey data was analyzed using Structural Equation Modelling (SEM), with the focus being on three latent factors: ‘social’, ‘personal’ and ‘conspicuous’ value perceptions. The results indicate that the ‘Conspicuous’ value does not have a significant impact on purchasing intentions, which is a contradiction to the previous notion that Asian consumers are inclined to behave conspicuously in the collectivist cultural context. This finding has implications for marketers in the relevant industry and the field of study relating to inconspicuous consumer behavior.

Item Type:Article
ISSN:0736-3761
Group:Faculty of Management
ID Code:30833
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:07 Jun 2018 11:05
Last Modified:07 Jun 2018 11:05

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