Szymanski and Hise Study on E-Satisfaction Determinants
This structured abstract review the topic of conspicuous consumption- buying behaviour of customers through research studies conducted by Memushi , Zhang and Kim, Alserhan, et. al., and Snakers and Zajdman.
A brief summary of the theory and progression in the field
The study has been proposed by Zhang and Kim, 2013 that affects the results of the attitude of the consumers of China for purchasing luxury goods. The main objective of this article is to find out the impact of conspicuous consumption over the buying behaviour of the customer. It has been analyzed that the hypothesis has been developed under this article for the purpose to make an effective research. There are around 161 respondents whose responses are evaluated by taking help of the regression analysis in which the outcomes of the research is showing the fashion innovativeness and brand consciousness among customers of China[1].
Zhang and Kim, (2013), have proposed 6 hypothesis to get an effective information about the concept and these hypothesizes are indicated the social comparison, purchase intent, fashion involvement, attitude, purchase intent and fashion innovativeness. Along with that eh conceptual model has been developed by the author in this article which would be helpful to attain better understanding about the proposed topic.
After analyzing the study of Zhang and Kim, it has been found that the author was more focused to gather the data from those customers who have the intent to purchase buying behaviour. There are another researches of Memushi , Alserhan, et. al., and Snakers and Zajdman are articles which have given information about luxury consumption, consumer attitude, motivation, conformity, signalling status consumption and brand consumption. All three articles have given depth information about conspicuous consumption and their impact on buying behavior by theory findings.
Discussion of Common themes
It has been reviewed in the article of Zhang and Kim that the extent of diversity, as well as profitability, has amplified in the market with respect to the luxury consumptions market. An author has implemented a model in which it has been highlighted by them to the impact of six factors which have been elaborated above on the decision-making process of customer towards buying luxury brands. It has been focused on by author that there are various factors under this research in which the author demonstrated the significance role of the materialism and brand consciousness with respect to conspicuous consumption. Align with Zhang and Kim study all the other three articles also have acknowledged equivalent factors which operate the conspicuous consumption.
On the other hand, the study of Memushi explores that in which extent conspicuous consumption can be increased because of the dissimilarity in income. The main focus of this article is on the primary consumptions of the consumers in luxury brands. It has been found from the study of Memushi that the contribution of changed prices is huge in changing the customer buying behaviour. It was apparent that discounted prices and offers on luxury brands can attract a number of customers towards buying the luxury brands.
Factors Influencing E-Satisfaction from Customer Point of View
The study of Alserhan, (2014) suggests the model in which he is trying to represent the product hierarchy in Islam. It has been critically reviewed that the author has taken the use of mixed research in which the use of qualitative as well as the quantitative method has been considered to fetch the information about the topic in depth manner[2]. Finally, Snakers and Zajdman elaborated in their article that there are two kinds of marketers such as traditional marketers and experimental marketers. The researcher has taken consideration of all aspects such as literature review, empirical findings, and the results while making the research.
Discussion of Different themes
It would not be possible to explore various theories of all articles as all of them have different aspects to research on the topic of consumer conspicuousness. It has been analyzed that Memushi , Alserhan, et. al., and Snakers and Zajdmanb have different aspects to elaborate on the topic. The focus of Alserhan, et. al., and Snakers and Zajdmanb focused on the topic by taking consideration of the quantitative analysis. On the other hand, Memushi used various articles, books and online resources to analyze the data which has the feature of qualitative.
It has been found that Memushi proposed a table in which the detail information in a brief manner about the conspicuous consumption has been given by an author. Along with that, there are different theory has been considered by the author that emphasizes the comparison of other studies in the form of a collection of the data as per their real transactions. Zhang and Kim have focused on a specific country to analyze the data of those people who are attractive towards conspicusous consumption.
Discussion of Study limitations & how limitations differ across the research designs
It has been recognized by Zhang and Kim that the research can be elaborated in a better way by defining more factors by taking examples of other countries. The conceptual framework and its limited factor bound researcher to go beyond the research topic. On the other hand, the article of Memushi’s has demonstrated the causes of motivation in conspicuous consumptions but they can more focus on the customer behaviour and their theory[3].
Snakers and Zajdman, represented a various limitations such as the size of the sample, lack of reliability in the answers which asked while interviewing and measurement problems[4]. The limited range of the sample bound researchers to go beyond the topic to gather the data in an effective way. Along with that, it has been found that the researcher was forgotten to involve important questions in the questionnaire.
The limitations in the study of Alserhan, et. al., describes the overlapping price ranges, use of student as judges and use of student samples. It has been found that the researcher had to face difficulties in distributing the questionnaire on the UAE campus.
Discussion of future research directions
Zhang and Kim suggested that the research can be focused on other factors such as theories of customer behaviour, the extent of conspicuous consumption and the different model of conceptual frameworks. It has been suggested by the researcher to use the sample of SEM for the purpose of testing all the ways altogether due to having a large scale of the sample.
Alserhan, et. al., elaborated the quantitative research in which it has been assumed by them that the questionnaire and its information would be helpful for the further research to analyze and compare the data. The research should be conducted in-depth manner by including various concepts of conspicuous management and there should be involvement of the concept of a person as a sum of brands such as models of the brand.
It has been suggested by Memushi that there can be proper classification of the products of conspicuous management according to the demand of the customers. Snakers and Zajdman, suggested that the further researchers should have focused on more questionnaires which should be based on different brands and locations in which the researcher should use experimental marketing in the field of conspicuous management.
References
Alserhan, B.A., et. al., Measuring luxury brand consumption and female consumers’religiosity in the uae. Journal of Developmental Entrepreneurship, 19(02),2014 p.1450009.-
Memushi, A. Conspicuous consumption of luxury goods: literature review of theoretical and empirical vidences. International Journal of Scientific & Engineering Research, 4(12),2013 pp.250-255.
Snakers, E. and E. Zajdman. Does experiential marketing affect the behavior of luxury goods’ consumers?. 2010 pp. 777-780.
Zhang, B. and J.H. Kim. Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 2013 pp.68-79.
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