Appearance vanity or achievement vanity: which better predicts young consumers’ decision-making orientations?

IF 3.5 Q2 BUSINESS
Hakan Cengiz, Rabiya Gokce Arpa, Kubra Nur Sezgin
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引用次数: 0

Abstract

Purpose

This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).

Design/methodology/approach

Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.

Findings

Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.

Originality/value

While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.

外表虚荣还是成就虚荣:哪个更能预测年轻消费者的决策取向?
目的本研究旨在将消费者决策风格操作化为高阶结构,并探讨消费者虚荣心的两个不同子维度--即外表虚荣心和成就虚荣心--对消费者决策取向(CDMO)的影响。设计/方法/途径作者利用对 319 名年轻人的在线调查数据,构建了一个高阶结构模型,其中包含以下三种取向:社交/炫耀型、功利型和不理想型。结果研究结果证实了消费者决策风格的高阶结构,并强调了虚荣心维度对不同 CDMO 的独特影响。具体来说,外表虚荣心主要影响社交和不良取向,而成就虚荣心则影响功利取向。原创性/价值虽然过去曾提出过几种消费者决策风格的理论分类,但没有一项早期研究将这些分类作为高阶模型加以利用。针对这一文献空白,本研究提供了实证证据,证明 CDMO 与特定的消费者特质--虚荣心--相关联,从而验证了消费者决策风格的高阶性质。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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