Why does browsing social networking sites increase conspicuous consumption? The effects of relative deprivation and...

Conspicuous consumption is a type of consumption behavior aimed at displaying one's wealth and status, which may impose an economic burden and negative psychological impact on consumers. With the widespread spread of conspicuous consumption among young people in China, it is of great significance to explore its antecedents. However, previous studies on the association between passive social networking site use and conspicuous consumption remain insufficient.

The present research attempted to investigate the relationship between passive social networking site use and conspicuous consumption and its internal mechanisms.

In Study 1 (pilot study), 138 participants were recruited for a preliminary analysis using a questionnaire method. In Study 2, we recruited 203 participants using a univariate inter-group design (passive social networking site use vs. non-passive social networking site use). In Study 3, we recruited 163 participants using a 2 (passive social networking site use vs. non-passive social networking site use) x 2 (lower subjective socioeconomic status vs. higher subjective socioeconomic status) inter-group design.

The results show that: (1) Passive social networking site use positively predicted conspicuous consumption. (2) Relative deprivation mediated the positive relationship between passive social networking site use and conspicuous consumption. (3) Subjective socioeconomic status directly and indirectly (through the sense of relative deprivation) moderated the relationship between passive social networking site use and conspicuous consumption.

This research extends the relevant findings on consumption behaviors under the Internet scenario. In particular, the research provides new insights into reducing conspicuous consumption in the context of passive social networking site use.

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