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The Impact Of Conspicuous Consumption And Perceived Value On New Product Adoption Intention, Meixiang Cui, Subin Im
The Impact Of Conspicuous Consumption And Perceived Value On New Product Adoption Intention, Meixiang Cui, Subin Im
Asia Marketing Journal
Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today’s consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product …