The Relationships Among Materialism, Luxury Consumption and Social Value
THE RELATIONSHIPS AMONG MATERIALISM, LUXURY CONSUMPTION AND SOCIAL VALUE
Ming-Cheng Lai,
Graduate Institute of Business Administration, National Taipei College of Business
No.321, Sec. 1, Jinan Rd., ZhongZheng District, Taipei City 100, Taiwan (R.O.C.) laimc@mail.ntcb.edu.tw Yi-Fan Hsieh,
Department of Business Administration, National Taipei College of Business,
No.321, Sec. 1, Jinan Rd., ZhongZheng District, Taipei City 100, Taiwan (R.O.C.) misa1202@gmail.com
Yu-Chen Chu,
Graduate Institute of Business Administration, National Taipei College of Business,
No.321, Sec. 1, Jinan Rd., ZhongZheng District, Taipei City 100, Taiwan (R.O.C.) chu.yj@msa.hinet.net ABSTRACT Buying the luxury goods in the past often was the patents of famous persons in the ethnicity of top of the pyramid. But with the formation of emerging market, extension of luxury product market and the changes of consumer behaviors, luxury goods industry take a important role in global economics. Literature suggested an individual’s level of materialism influences the attributes they seek and consequently their consumption behaviors. This study decomposes the luxury consumption of status consumption and conspicuous consumption. Little research, however, has taken into account the relationship between status consumption and conspicuous consumption and how such it affect the social value of consumer. It is the aim of this study to discuss the relationships among materialism, luxury consumption and social value. This study focuses on consumers had bought luxury goods, but what luxury goods point to 38 luxury brands collected. Interceptions at various mall locations in Taipei were used as the survey method for the main study.
Keyword: Materialism, Luxury Consumption, Social Value INTRODUCTION
As previously communist countries turn to capitalism and as former third world economies become more affluent, demand for luxury and
Ming-Cheng Lai,
Graduate Institute of Business Administration, National Taipei College of Business
No.321, Sec. 1, Jinan Rd., ZhongZheng District, Taipei City 100, Taiwan (R.O.C.) laimc@mail.ntcb.edu.tw Yi-Fan Hsieh,
Department of Business Administration, National Taipei College of Business,
No.321, Sec. 1, Jinan Rd., ZhongZheng District, Taipei City 100, Taiwan (R.O.C.) misa1202@gmail.com
Yu-Chen Chu,
Graduate Institute of Business Administration, National Taipei College of Business,
No.321, Sec. 1, Jinan Rd., ZhongZheng District, Taipei City 100, Taiwan (R.O.C.) chu.yj@msa.hinet.net ABSTRACT Buying the luxury goods in the past often was the patents of famous persons in the ethnicity of top of the pyramid. But with the formation of emerging market, extension of luxury product market and the changes of consumer behaviors, luxury goods industry take a important role in global economics. Literature suggested an individual’s level of materialism influences the attributes they seek and consequently their consumption behaviors. This study decomposes the luxury consumption of status consumption and conspicuous consumption. Little research, however, has taken into account the relationship between status consumption and conspicuous consumption and how such it affect the social value of consumer. It is the aim of this study to discuss the relationships among materialism, luxury consumption and social value. This study focuses on consumers had bought luxury goods, but what luxury goods point to 38 luxury brands collected. Interceptions at various mall locations in Taipei were used as the survey method for the main study.
Keyword: Materialism, Luxury Consumption, Social Value INTRODUCTION
As previously communist countries turn to capitalism and as former third world economies become more affluent, demand for luxury and