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研究生： 洪智媛
Khemasiri, Woranath
論文名稱： Self-Expressive Goals with Different Dimensions of Culture Capital in Less Industrialized Country: The Study about Conspicuous & Inconspicuous Consumption
Self-Expressive Goals with Different Dimensions of Culture Capital in Less Industrialized Country: The Study about Conspicuous & Inconspicuous Consumption
指導教授： 高如妃
Kao, Faye Jufei
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所
Institute of International Management
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 133
外文關鍵詞： Self-expressive goals, Cultural capital, Less industrialized countries, Consumer culture, Functional theories of attitudes
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    • The status consumption of consumer culture in postmodern era has led many ideas to discuss about how consumers use brands or product to express their identity or emulate to their particular idealistic reference. This research orientates the status consumption in less industrialized countries (LICs) regarding to luxury brands. Cultural capital plays key role to drive consumer’s self-expressive goals how they position their self-identity. Moreover, the functional theories of attitudes were integrated to emphasis more about consumer’s attitude toward luxury brands in LICs. However, the author explores the myth driver of cultural capital in LICs, reference of western consumption, as the moderator to study in-depth detail of consumer’s emulation and provide comprehensions of inconspicuous consumption in fashion industry and contribute to the entrepreneur and managerial beneficial to adapt as the marketing strategy. Findings show that the functional attitude toward luxury brands and self-expressive goals are influenced by the cultural capital and self-expressive goals to lead into different of consumer’s attitude toward brand signal. In conclusion, the theory and management implication was mentioned to contribute characteristic of in luxury brands consumption in LICs in perspective of marketing purpose. Last but not least, the principle to conduct the study is to emphasize the new challenge of fashion marketing, “You are what you buy”.

    ABSTRACT I TABLE OF CONTENTS II LIST OF TABLES VI LIST OF FIGURES XI CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.1.1 Consumer Identity in the Postmodern Consumption: Self-Expression. 1 1.1.2 Cultural Capital: The Identity Myth of Consumer Self-Expression. 2 1.1.3 Conspicuous Consumption in Asia. 4 1.1.4 Bangkok, Thailand Emerging Market of Luxury Shoppers. 5 1.1.5 Recent Trend: Inconspicuous Consumption in Term of Luxury Brand. 7 1.2 Research Objective and Contribution. 8 1.3 Research Flow. 10 1.4 Research Structure. 11 CHAPTER TWO LITERATURE REVIEW 13 2.1 Cultural Capital as Underlying Driver of Consumers’ Expression Goals. 13 2.1.1 Low Cultural Capital (LCCs): Symbolic Demarcation. 15 2.1.2 High Cultural Capital (HCCs): Aesthetic Discrimination. 16 2.2 Conspicuous Consumption in Less Industrialized Countries (LICs). 16 2.2.1 LCCs: Conspicuous Consumption as Public Deference. 17 2.2.2 HCCs: Tastemakers or Deterritorialization. 18 2.3 Brand as Means of Self-Expressive Goals. 19 2.3.1 Assimilated Self-Expressive Goals. 20 2.3.2 Differentiated Self-Expressive Goals. 21 2.4 The Functional Theories of Attitudes. 23 2.4.1 Social-adjustive Attitude. 24 2.4.2 Value-Expressive Attitude. 25 2.4.3 Utilitarian Attitude. 26 2.4.4 Aesthetic Attitude. 26 2.5 Subtle and Explicit Signals Associated to the Cultural Capital and Self-Expressive Goals. 27 2.5.1 Explicit Signal: The Symbolic of Social Identity. 27 2.5.2 Subtle Signals: Consumers’ Aesthetic Identification. 28 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31 3.1 Conceptual Model. 31 3.2 Summary of Hypotheses. 32 3.3 Definition of Variables. 33 3.4 Experimental Design and Sampling Plan. 34 3.4.1 Measurement Items and Scenarios. 35 3.5 Experimental Procedure. 42 3.6 Data Analysis Procedure. 42 3.6.1 Descriptive Statistical Analysis. 43 3.6.2 Factor Analysis and Reliability Test. 43 3.6.3 Analysis of Variance (ANOVA). 43 CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION 44 4.1 Pretest. 44 4.1.1 Factor Analysis and Reliability Test. 45 4.1.2 Manipulation Check. 49 4.1.3 The Distribution of Cultural Capital Measurement. 52 4.2 Main Study. 54 4.2.1 Data Collection Process. 54 4.2.2 Demographic Information. 54 4.3 Analysis 1 (With-Reference of Western Consumption). 56 4.3.1 Demographic Information. 56 4.3.2 Factor Analysis and Reliability Test. 57 4.3.3 Manipulation Check. 59 4.3.4 The Distribution of Cultural Capital Measurement. 62 4.3.5 Hypotheses Testing. 63 4.5 Analysis 2 (Without-Reference of Western Consumption). 76 4.5.1 Demographic Information. 76 4.5.2 Factor Analysis and Reliability Test. 78 4.5.3 Manipulation Check. 80 4.5.4 The Distribution of Cultural Capital Measurement. 83 4.5.5 Hypotheses Testing. 83 4.5 Further Analysis: Comparing Analysis Result among Study 1 and 2 (With-Reference of Western Consumption Criteria and Without-Reference of Western Consumption Criteria). 96 4.5.1 Testing Relationship: Social-Adjustive and Attitude, Value-Adjustive Attitude in Different Cultural Capital Categories. 97 4.5.2 Testing Relationship: Aesthetic attitude and Utilitarian attitude in Different Cultural Capital Categories. 101 CHAPTER FIVE CONCLUSION AND DISCUSSION 106 5.1 Research Conclusions. 106 5.2 Research Discussion and Implications. 107 5.2.1 Theoretical Implications. 107 5.2.2 Managerial Implications. 110 5.3 Research Limitation and Future Research Direction. 112 REFERENCES 114 APPENDICES 117

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