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Study in Consumer personality for their conspicuous consumption behavior effect in MP- in Smartphone Case
Structural Equation Model (SEM)
Taiwan's booming economic development of society, has gradually out of poverty, lack of common people's life is not in danger, in the past emphasized mass production model of society, society has been replaced by material pleasures and gratification today, causing comparison between consumers and others meaning there is jealousy and envy psychology, resulting in conspicuous consumption, and has a latest mobile phone, allowing consumers agree that they have bragging among the masses, the present study aims to apply theory of planned behavior framework, and personality trait extraversion and neuropathic added TPB model through the different traits,perceived behavioral control, subjective norms, attitudes, consumer behavior intention, on conspicuous consumption behavior. In this study, using structural equation model (SEM) method to investigate the influence of different traits of Conspicuous Consumption, we found that neuroticism of perceived behavioral control, subjective norms, attitudes have a significant positive effect on perceived behavioral control and extraversion attitudes have significant positive impact, but subjective norm for the significant negative impact, and perceived behavioral control, subjective norms, attitudes, personality traits in being under the influence of consumer behavior intention, attitude and perceived behavioral control was significant positive effect, while subjective norm for the significant negative effect on consumer behavioral intentions in being under the influence of personality traits as a significant positive impact on conspicuous consumption behavior. Apparent different personality traits for conspicuous consumption affected.
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