Factors Affecting Generation Z Conspicuous Consumption in Bangkok and Metropolitan Area
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Abstract
The primary goal of this research was to identify: What influences the conspicuous purchasing habits of millennials in the Greater Bangkok Area and Thailand? The online questionnaires used in the study were survey-based. Furthermore, for the purpose of determining the target demographic, Generation Z consumers were surveyed via convenience sampling. and selective selection from a 347-person sample. Following data collection from the questionnaire, inferential statistics were employed for analysis. Multiple linear regression, the Pearson correlation coefficient, and mediator variable testing all contributed to the outcome. The findings revealed that narcissism, self-esteem, social comparison, and self-identification all had an influence on conspicuous consumption, with approval seeking acting as a statistically significant mediator. Goods and services have the power to elevate customers' social status. As well as attracting customers to pay attention and support the product, including the ability to generate value, image, and self-identification, as well as influencing the choice to purchase that brand and maybe even brand loyalty.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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