An Empirical Research on the Influencing Factors of Conspicuous Consumption Based on Symbolic Meanings of Commodities

As a kind of increasingly prevalent consuming behavior,the underlying mechanism of conspicuous consumption has not been determined.On the basis of previous researches,the author develops a model about the preceding influencing factors of conspicuous consumption based on the symbolic meanings of commodities,reference group influence,and status consumption,and tests the validity of this model through an empirical analysis of the ideas and attitudes of the consumers of our country toward the top grade and name brand commodities.The results show that the symbolic meanings of commodities have obviously positive influence on both conspicuous consumption and status consumption;reference group influence has no notable effect on conspicuous consumption but has notable effect on status consumption;in addition,status consumption influences conspicuous consumption notably.