Comparing conspicuous consumption across different experiential products: Culture and leisure
Comparing conspicuous consumption across different experiential products: Culture and leisure
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比较不同体验产品的炫耀性消费：文化和休闲
DOI：
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发表时间：
2018
影响因子：
3
通讯作者：
R. de Hoog
中科院分区：
文献类型：
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作者：
Fred Bronner;R. de Hoog
消费者行为最近经历了三个主要的发展：从物质购买到非物质体验的转变，从通过消费者行为来传递身份的信号和财富的转变，以及由于社交媒体的日益重要而增加的社会可见度。这些趋势确实引起了人们对体验性购买领域中炫耀性消费概念的新兴趣。七种不同类型的体验式购买比较炫耀性消费的作用：主要的暑假和参加六种不同类型的文化活动。在文化研究中，使用了与休闲研究相同的测量工具。结果发现，炫耀性消费在这些类型的购买中发挥了作用。这对于身份证明和身份证明都是如此。然而，不同类型的文化活动之间存在着很大的差异。炫耀性消费对于那些参加节日、古典音乐会和流行音乐会的人来说很重要，对于去看电影来说则不太重要。基于这些发现，我们提出了一个关于炫耀性消费和体验性购买类型之间关系的尝试性理论。市场营销的实际影响勾勒出来。在博物馆、表演艺术和电影的文化营销中，不仅要关注事件的自我体验质量，还要关注其对相关他人的地位和身份信号潜力。
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media. These trends did arouse a renewed interest in the concept of conspicuous consumption in the area of experiential purchases. Seven different types of experiential purchases are compared as regards the role of conspicuous consumption: the main summer holiday and participation in six different types of cultural events. In the culture study, the same measurement tools were used as in the leisure study. It was found that conspicuous consumption plays a role in these types of purchases. This holds true for status demonstration as well as for identity demonstration. However, there are substantial differences between the different types of cultural events. Conspicuous consumption is important to those who attend festivals, classical music concerts, and pop concerts and is of minor importance as regards going to movies. Based on these findings, we propose a tentative theory about the relationship between conspicuous consumption and type of experiential purchase. Practical implications for marketing are sketched out. In cultural marketing for museums, the performing arts, and cinema, attention should be paid not only to the quality of the event for the self-experience, but also to its status and identity-signaling potential to relevant others.