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Purpose - This study investigated the relationship among cultural disposition (Chemyeon, Noonchi, Woozzul), media use, and attitude toward luxury goods consumption.
Research design, data, and methodology - We analyzed online survey data for 300 Korean Women between 20 and 39 years of age who lived in Seoul, capital of South Korea. We used multiple regression analysis to examine the relative influence of cultural orientation on cognition of luxury goods, Sobel test. to determine mediating effect, and a two-way analysis of variance in IBM SPSS 23.0.
Results - The finding suggests that cultural disposition (Chemyeon, Noonchi, conspicuous Woozzul) correlated significantly with perceived self-identity, attitude toward luxury goods. The effects of Chemyeon, Noonchi, and selfish Woozzul on the attitude toward luxury goods was fully mediated by perceived self-identity. However, association between conspicuous Woozzul and attitude toward luxury goods was partially mediated by perceived self-identity. Regarding media effects, the results indicate that there were interaction effects between selfish Woozzul and amount of time spent on TV on attitude toward luxury goods, as well as between selfish Woozzul and amount of time spent on Internet.
Conclusions - These findings suggest that luxury goods consumption of Korean young women is consumer behavior that reflects individual cultural disposition and media use.
1. Introduction
2. Literature Review
2.1. Cultural Orientation and Attitude toward LuxuryGoods
2.2. Role of Amount of Media Use from CultivationTheory Perspective
2.3. Snob and Bandwagon Consumption of LuxuryGoods
3. Methodology
3.1. Design and Sample
3.2. Demographic Variables
3.3. Measures
3.4. Statistical Analyses
4. Results
4.1. Correlations between Cultural Orientation andCognition of Luxury Goods Variables
4.2. Mediated Effects between Cultural Orientationand Cognition of Luxury Goods
4.3. Moderated Effects of Amount of Time Spent onMedia
5. Conclusions
References
