Title: A Study of the Influence of Symbolic Value Perception on Women’s Conspicuous Consumption: A Case of Lululemon
Author: Zhang Ke
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.318-331) Click PDF
Abstract
Nowadays, the era of Consumption 4.0 has quietly arrived, people’s consumption level and consumption concepts have changed due to the leap in income level, and consumption of a commodity in the new consumption era is no longer limited to its own use value and exchange value. People write their own identities through consumption – an identity displayed by clothing brands, skin care products, places of consumption, etc. Symbolic consumption has become a kind of ‘self-expression’ of consumers, in order to reflect the ‘self-image’ of the consumer. The aim of this study was to examine the impact of symbolic value perception on female consumers’ conspicuous consumption.
The subjects of this study were women with certain consumption ability and different age distribution. A total of 207 valid questionnaires were collected through online platform and data analyses were conducted using SPSS and AMOS to explore the impact of symbolic value perception and its combination on female consumers’ conspicuous consumption. The study concluded that the combination of symbolic values including reputation, status, taste and personality perceived by female consumers has a facilitating effect on their conspicuous consumption.
Keywords: symbolic value perception, conspicuous consumption, female consumers, STP theory
A Study of the Influence of Symbolic Value Perception on Women’s Conspicuous Consumption: A Case of Lululemon /
6317195030 Zhang Ke 2567 (2024) A Study of the Influence of Symbolic Value Perception on Women’s Conspicuous Consumption: A Case of Lululemon สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University