Related Experiment Video
Updated: Jul 15, 2025

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Published on: September 27, 2019
The Effect of Social Network Use on Chinese College Students' Conspicuous Consumption: A Moderated Mediation Model
Lei Xu1, Zhaoxizi Lu1, Lingyun Wang1
1School of Education, Jianghan University, Wuhan 430056, China.
Abstract:
This study explored the effects of social networking site use intensity, upward social comparison, and optimism on college students' conspicuous consumption and their mechanisms of action using a sample of Chinese college students. A total of 717 Chinese college students (M = 20.08, SD = 1.44; 73.9% female) completed the Social Network Use Intensity Scale, the Upward Social Comparison Scale, the Life Orientation Test, and the Conspicuous Consumption Scale. The results indicate that (1) the intensity of use of social networking sites significantly positively predicts the conspicuous consumption behavior of college students; (2) upward social comparison plays a mediating role between the intensity of social networking site usage and conspicuous consumption; and (3) optimism moderates the second half of the mediating path between the intensity of social networking site use, upward social comparison, and conspicuous consumption. Specifically, the relationship between upward social comparison and conspicuous consumption among college students with low optimism levels is stronger than that among college students with high levels of optimism. Intensity has a stronger positive effect on conspicuous consumption through upward social comparison. It is concluded that the intensity of college students' use of social networking sites can affect their conspicuous consumption behavior through upward social comparison, and this relationship is moderated by optimism. The results of the study help to reveal the influence of SNS (social networking site) use behavior on conspicuous consumption and its mechanism of action and have implications for reducing the negative impact of conspicuous consumption on college students.
More Related Videos
08:53Integrating Computerized Linguistic and Social Network Analyses to Capture Addiction Recovery Capital in an Online Community
Published on: May 31, 2019
08:24The Joint Effect of Social Comparison and Social Distance on Evaluation of Intertemporal Choice Outcomes in Event-related Potential Studies
Published on: August 25, 2023
Related Concept Videos
Social Exchange Theory
Social Proof
Relationship Formation
Self-Presentation: Self-Monitoring and Self-Handicapping
Cross-Sectional Research
The Sense of Self: Reflected Self-Appraisal and Social Comparison