Conspicuous Consumption And Social Capital

People love living in groups,and social interpersonal communication is an inseparable part of our daily lives.Individuals in various social structures can effectively embed or use resources by virtue of their position in the social network,so as to obtain social capital.In addition,many scholars have reinterpreted conspicuous consumption behavior from the perspective of marketing and sociology.It no longer just stays at the materialistic level of craving for enjoyment and extravagance,and its positive mechanism of action and benign social functions have also been dug.Face,as a unique Chinese culture,enters into the management research field,and face behavior also plays an active role in the interaction between people.Therefore,this article will explore the mechanism of conspicuous consumption on social capital with face behavior as the intermediary variable.This article sorts out a large number of documents based on research related to conspicuous consumption,face behavior,and social capital.Because face has its unique application environment,it's abstract and vague.Most of the past research is limited to the theoretical level,and there is a lack of more systematic empirical research.The author combs the Chinese and foreign literature related to face,and according to the psychological motivation of consumers,the face behavior is divided into two dimensions: improving face and maintaining face.Different from some scholars who have a negative attitude towards conspicuous consumption behavior,the dimensional division of conspicuous consumption is based on past research,and the conspicuous consumption is divided into 4 categories: status symbol consumption,self-image consumption,and group belonging consumption and materialism consumption according to behavioral motivation;academics have not yet unified the connotation and classification of social capital,but the mainstream division method is divided into individual,organizational,and national levels according to micro,meso,and macro perspectives.Because this article studies the social capital from the individual level,so the social capital in this article refers to social capital at the individual level,not at the organizational and national levels.According to the method of questionnaire survey,this paper determines the final scale of many variables in this paper by means of excellent scales at home and abroad to form this questionnaire.Secondly,randomly select ordinary individuals online as the survey object of this questionnaire and collect 153 valid data in total.Use SPSS and AMOS tools to carry out population descriptive analysis,reliability and validity analysis,factor analysis,regression analysis and establishment of structural equation models on the collected data.According to data analysis,this paper draws conclusions based on research analysis:(1)Status symbolization consumption has a positive role in improving face;selfimage consumption has a positive role in improving face and maintaining face;group belong consumption has a positive role in improving face.(2)Improving and maintaining face have a positive role in promoting social capital.(3)Improving and maintaining face totally mediates the relationship between selfimage consumption and social capital;improving face partially mediates the relationship between status symbol consumption and social capital.Finally,with the results of this research,this paper provides a new perspective on the application of luxury consumption managers in practice,and on the other hand,provides a new way of thinking for individuals to accumulate personal social capital with conspicuous consumption.At the same time,this article also summarizes the shortcomings of the research sample objects,research models and research methods.