AN EXAMINATION OF THE RELATIONSHIPS BETWEEN SELF-PERCEPTIONS, CONSPICUOUS CONSUMPTION, AND SAVING BEHAVIOR

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Published: Dec 14, 2018
Keywords:
Social Status, Self-Esteem, Conspicuous, Consumption, Saving

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Charnsid Leelakasemsant
Lecturer, Graduate School of Business, Assumption University 592/3 Ramkhamhaeng 24, Hua Mak Bangkapi Bangkok Thailand 10240 E-mail:
Chanon Toliang
Prachan Road, Pranakorn, Bangkok 10200 Thammasat Business School, Thammasat University
Pattana Boonchoo
Lecturer in Marketing, Thammasat Business School, Thammasat University

Abstract

This paper seeks to examine (1) the effects of social status and the three major components of self-esteem, performance, appearance, and social self-esteem, on conspicuous consumption and (2) the impact of conspicuous consumption on saving behavior. The relationships substantiated in this study are based mainly on the perception-behavior linkage within the social psychology domain. The data used to analyze the proposed relationships in this study were collected through an on-line survey, with a final sample size of 268 consumers. The findings show that only social status and the social dimension of self-esteem significantly affect conspicuous consumption. Surprisingly, we found no relationship between conspicuous consumption and savings. The results are discussed, along with suggestions for future research

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How to Cite
Leelakasemsant, C., Toliang, C., & Boonchoo, P. (2018). AN EXAMINATION OF THE RELATIONSHIPS BETWEEN SELF-PERCEPTIONS, CONSPICUOUS CONSUMPTION, AND SAVING BEHAVIOR. AU-GSB E-JOURNAL, 11(2), 85. Retrieved from http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/3539
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Vol. 11 No. 2 (2018): AU-GSB e-Journal (December 2018)
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Articles
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