The Public Self-Consciousness, Self-Esteem & Perceived Quality Driving Conspicuous Online Consumption

Abstract

This research explores the nexus between Perceived Quality (PQ), Public Self-Consciousness (PSC), Self-Esteem (SE), and Online Conspicuous Consumption (OCC) in the realm of online shopping. Unlike earlier studies focused on offline venues, this seeks to unpack the dynamics unique to online interactions. Data sourced via a survey were analyzed with SmartPLS version 4.0.8.9. Findings underscore a marked positive correlation between PSC, SE, and OCC. Those with heightened self-consciousness and self-esteem display increased online conspicuous consumption tendencies. Notably, PQ’s relationship with OCC lacked statistical significance, hinting at other dominant determinants in online purchasing behavior. This investigation augments our comprehension of online consumer behaviors, emphasizing the psychological variables impacting OCC. Marketers can harness these insights for more tailored strategies. We advocate for future studies with expansive samples and varied methodologies to amplify understanding of online conspicuous consumption.