A research on the impact of symbolic meaning of commodities on the conspicuous consumption behavior

Abstract

This paper mainly analyses conspicuous consumption behavior and its influencing factors from marketing point of view. The objectives it observes are peoplepsilas attitude of high-grade commodities through questionnaires surveys. Sorted out on the basis of the literatures, it puts forward an integrate framework model in order to explain the factors that influence conspicuous consumption behavior and the extent they influence it. The main variables in this model are : Symbolic meanings of commodities, status consumption, the influence of referenced group, face consciousness and conspicuous consumption. The main conclusions are as follows:the symbolic meanings of commodities, status consumption, face consciousness and the influence of referenced group have positive influence on conspicuous consumption behavior. The sense of ascription to a society has notable positive impact on wealth conspicuous, but the consumption styles of referenced group have negative impact on wealth consumption. Furthermore, it advances the significances of its empirical studies to management, and some problems that need to be solved in further research.