How Can Conspicuous Omni-Signaling Fulfil Social Needs and Induce Re-Consumption?

Ahmad Hamdani (), Idris Gautama So (), Amalia E. Maulana and Asnan Furinto
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Ahmad Hamdani: Management Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia
Idris Gautama So: Management Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia
Amalia E. Maulana: Management Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia
Asnan Furinto: Management Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta 11480, Indonesia

Sustainability, 2023, vol. 15, issue 11, 1-21

Abstract: This study investigated consumer behaviors in conspicuous omni-signaling—its internal motivations and its consequences on social needs fulfilment and re-consumption intention in the context of luxury fashion. A phenomenon of conspicuous consumption is identified with the consumption and display of conspicuous goods to signal status, wealth, and prestige. Digital development has made conspicuous signaling radically emerge in social media through the posting of photos, videos, or stories of luxury goods. This drives an emerging phenomenon of conspicuous omni-signaling, the use of both offline and online media to signal conspicuous consumption hybridlike. As a new phenomenon, little is known of consumer behaviors related to conspicuous omni-signaling. To facilitate the investigation, an online survey was conducted to collect data from 474 valid respondents across eight cities representing various conspicuous consumption characteristics of Indonesian consumers. Veblen’s conspicuous consumption and Maslow’s hierarchy of needs theories were employed as the main lens for analysis. PLS-SEM technique was employed as the research model uses mixed reflective and formative constructs. WarpPLS 7.0 was then used for data analysis. The results indicated that luxury values and fashion consciousness positively affect conspicuous omni-signaling. This study also found that conspicuous omni-signaling affects conspicuous re-consumption both directly and indirectly through social needs fulfilment. This study contributes to extend the concept of conspicuous offline consumption and conspicuous online consumption to conspicuous omni-signaling. This study also confirms conflicting results in the effect of conspicuous consumption on social needs fulfilment, and conflicting results in the effect of conspicuous consumption on conspicuous re-consumption.

Keywords: conspicuous consumption; conspicuous omni-signaling; luxury values; fashion consciousness; social needs fulfilment; re-consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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