What inhibits consumers in emerging countries from engaging in status consumption? A latent class conjoint analysis approach
What inhibits consumers in emerging countries from engaging in status consumption? A latent class conjoint analysis approach
复制标题
DOI：
10.1108/ijoem-02-2021-0223
复制
发表时间：
2021-08
影响因子：
2.7
通讯作者：
A. Ali;Wirawan Dony Dahana
中科院分区：
文献类型：
--
作者：
A. Ali;Wirawan Dony Dahana
目的本文旨在探讨新兴市场消费者的地位消费倾向如何受到五个个体特征的负面影响：自我控制、自我实现、宗教信仰、未来导向和自我效能。设计/方法/方法联合实验测量了某些智能手机产品属性的重要性。然后，利用从 500 名孟加拉国消费者收集的联合数据，采用潜在类别回归分析来估计细分市场级别的零件价值。结果显示，三个细分市场的成员在评估智能手机产品属性方面存在差异。那些对产品品牌敏感的人（即地位追求者）似乎自我控制能力较低，宗教信仰较少，而且目光短浅。研究局限性/影响可能存在普遍性问题，因为分析是根据在一个国家和某一产品类别收集的数据进行的。然而，这项研究的框架为未来的研究人员更好地了解新兴国家的地位消费提供了方向。实际意义研究结果对于销售地位产品的营销人员改善市场细分并更有效地瞄准他们的产品很有用。原创性/价值本文的原创性是双重的。首先，它调查了现有文献中尚未涉及的地位消费的影响因素。二是首次利用实验数据准确测算段级状态消耗。
PurposeThis paper aims to address how the status consumption tendency of consumers in emerging markets is negatively influenced by five individual traits: self-control, self-actualization, religiosity, future orientation and self-efficacy.Design/methodology/approachA conjoint experiment measured the importance of certain smartphone product attributes. A latent class regression analysis was then employed to estimate segment-level part-worths using conjoint data collected from 500 Bangladeshi consumers.FindingsThe results revealed three segments with members that differ in how they evaluate smartphone product attributes. Those susceptible to a product's brand name (i.e. status seekers) appear to have low self-control, are less religious and are more myopic.Research limitations/implicationsAn issue may exist with generalizability, as the analysis was conducted based on data collected in one country and for one product category. However, this study's framework provides direction for future researchers to better understand status consumption in emerging countries.Practical implicationsThe findings are useful for marketers selling status products to improve market segmentation and target their offerings more efficiently.Originality/valueThe originality of this paper is twofold. First, it investigates the influencing factors of status consumption that have not been addressed in the extant literature. Second, it is the first to use experimental data to measure segment-level status consumption accurately.