Young Chinese Consumers’ Snob and Bandwagon Luxury Consumption Preferences

Tsai, Wan‐Hsiu Sunny; Yang, Qinghua; Liu, Yu

doi:10.1080/08961530.2013.827081

Cited by 78 publications

(77 citation statements)

References 55 publications

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“…Bandwagon consumption behavior exists when consumers buy a certain product to associate themselves within a specific group, and moreover obtain recognition from their own group [19]. This action describes the increasing popularity of a product or phenomenon that encourages more people to 'get on the bandwagon' and indicates a person's aspiration towards procuring a brand in order to associate with a particular part of the mainstream [15].…”

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

“…In other words, people are often inclined to imitate the consumption behavior of a respected (arguably higher) class [24]. Leivenstein, who is a pioneer of the bandwagon effect, researched consumption behavior from the perspective of social motives and social needs, and theorized three kinds of effects on material consumption: the Veblen, Snob, and Bandwagon Effects [19]. The Veblen Effect proposes that the consumer believes that price is a prestige indicator.…”

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

“…Previous studies on bandwagon consumption mainly focused on brand characteristics such as popularity, quality, and the differences between competing brands [10,14]. Tsai et al [19] proposes that product popularity among celebrities, sports stars, and other role models of influence all enhances quality perception, and moreover results in bandwagon consumption. Due to product popularity, this bandwagon consumption behavior is (re)created when consumers observe the consumption behavior of others and purchase the same brands and products-"to be one of the boys" [15].…”

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

“…Another perspective of recent research on bandwagon consumption were related to personal characteristics; examples of relevant personal characteristics include personal traits, external stimuli, and group characteristics such as cultural forces [27]. Recently, much research has been conducted on why consumers are so enthusiastic about purchasing luxury products [7,19,28]. This type of consumption concerning luxury goods reflects prestige and higher-class status in addition to its function and utility [29,30].…”

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

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A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics

Inwon

2020

Sustainability

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There have been unusual collective consumption phenomena that consumer behavior conforms to as part of the pursuit of specific brands (e.g., teenagers wearing the same brand jacket). In order to explain bandwagon consumption behavior, previous studies focused on brand, personal traits, and group characteristics. However, previous studies seem somewhat limited in explaining excessive bandwagon consumption. This study addresses a psychological trait, the Fear of Missing out (FoMO), which describes why people want to belong to a main group. Along with FoMO, product characteristics influence bandwagon consumption behavior because consumers may show different behaviors for different product categories. Hence, this study combines FoMO levels (high/low) and product category (luxury/necessity) to explain bandwagon consumption behavior. The results reveal that the combination of high FoMO and luxury shows the strongest bandwagon consumption behavior. The next strongest combination is low FoMO and necessity, followed by high FoMO and necessity, and low FoMO and luxury. Based on these findings, this study might present implications for understanding excessive bandwagon consumption based on psychological traits and product characteristics, which makes it possible for marketers to provide customizing products and services as well as advertising messages for young consumers groups who experience high levels of FoMO when establishing their marketing strategies.

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Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

Section: Bandwagon Consumption Behaviormentioning

confidence: 99%

See 2 more Smart Citations

A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics

Inwon

2020

Sustainability

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“…Material consumption in the form of shopping has gained increasing interest in recent years (Zaidan, 2016). Tourists who seek novelty, uniqueness, and unusual or exotic goods and experiences often engage in luxury shopping (Park & Reisinger, 2009), which is a major motivation for Chinese outbound travel to satisfy its consumers' focus on materialism (Tsai, Yang, & Liu, 2013). Importantly, luxury shopping generates prestige and value of places (Correia, Kozak, & Kim, 2019).…”

Section: Tourism Consumptionmentioning

confidence: 99%

Asian tourism in Europe: consumption, distinction, mobility, and diversity

Bui

Trupp

2019

Tourism Recreation Research

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While research on Asian tourism has increased in recent years, studies on Asian travellers' consumption patterns in Europe are still rather rare. Taking a sociological perspective, this research examines Asian tourists' consumption in Vienna in relation to their sense of distinction and mobility. Combining results of a quantitative survey of 560 tourists from China, Japan, South Korea, and Thailand with semi-structured interviews of tour guides and representatives of a destination marketing agency, the authors tested a hypothetical model of factors driving Asian tourists' status consumption. While Japanese and South Korean tourists tended toward lifestyle consumption, Chinese and Thai visitors were more likely to engage in material consumption to gain social status. The authors explain the variation of status consumption across Asian tourist groups in terms of the mobility and socio-cultural characteristics of the middle class from the four countries. ARTICLE HISTORY

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Propensity to use smartbands to engage with brands and the moderating role of the bandwagon effect on satisfaction

Oyedele

Goenner

2020

J of Consumer Behaviour

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This study investigated factors that predict propensity to use smartbands to engage with brands. The study shows that the bandwagon effect moderates the relationship between self-monitoring, personal attachment, ease of use, convenience value, and satisfaction with smartbands. Since the strong bandwagon effect diminishes the relationship between perceived ease of use and satisfaction levels, managers can take steps to moderate that relationship. As compared to previous customer engagement studies rooted in the traditional idea of personalized communication with consumers, such as customized emails and messages, this study underscores the importance of community engagement by studying the bandwagon effect to see how different customers respond to brand engagement through smartbands. Suggestions for managers are provided.

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Young Chinese Consumers’ Snob and Bandwagon Luxury Consumption Preferences

Cited by 78 publications

References 55 publications

A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics

A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics

Asian tourism in Europe: consumption, distinction, mobility, and diversity

Propensity to use smartbands to engage with brands and the moderating role of the bandwagon effect on satisfaction

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