Autor: |
Yan Lu, Taiyang Zhao, Siying Song, Wei Song |
Jazyk: |
angličtina |
Rok vydání: |
2024 |
Předmět: |
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Zdroj: |
Journal of Theoretical and Applied Electronic Commerce Research, Vol 19, Iss 2, Pp 1206-1221 (2024) |
Druh dokumentu: |
article |
ISSN: |
0718-1876 |
DOI: |
10.3390/jtaer19020062 |
Popis: |
Previous studies have mainly focused on the impact of social media self-presentation on individuals’ happiness and mental health, whereas few have attended to its potential influence on consumer behavior. A mixed-method empirical study with an online survey (N = 408) and an experimental study (N = 160) investigated the effects of social media self-presentation on individuals’ conspicuous consumption in China. We found that consumers’ self-presentation behavior on social media promoted tendencies for social comparison, thereby enhancing their conspicuous consumption. However, compared with individuals using social media less often, self-presentation had a more significant impact on the social comparison tendencies of users who used social media more often. Our study explains why individuals’ self-presentation on social media increases their conspicuous consumption tendencies. The study results contribute to the existing knowledge of how consumers’ behavior on social media affects their product preferences. |
Databáze: |
Directory of Open Access Journals |
Externí odkaz: |
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