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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 51, No. 6, pp.1765-1790
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2022
Received 10 Jul 2022 Revised 15 Sep 2022 Accepted 30 Sep 2022
DOI: https://doi.org/10.17287/kmr.2022.51.6.1765

경쟁적 소비: 구매 순위, 경쟁 강도, 순위 공지 시점이 소비 성취감과 제품 품질 인식에 미치는 영향

Jihye Park ; Wenhan Li
(Corresponding Author) PhD, Professor of marketing College of Business Hankuk University of Foreign Studies jihyepark@hufs.ac.kr
Doctoral student College of Business Hankuk University of Foreign Studies liwenhan@hufs.ac.kr
Competitive Consumption: Effects of a Purchase Rank and Competition Strength on Consumption Achievement and Perceived Product Quality


Copyright 2011 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purpose of this research was to examine the effect of a purchase rank and competition strength on perceived achievement and perceived product quality. Results of a series of experiments showed that in high competition, consumers tended to perceive greater achievement and product quality when they were informed of a purchase rank compared to when a purchase rank was unknown. In low competition, consumers tended to perceive greater achievement and product quality when they were top-ranked in the purchase compared to when they were middle or bottom-ranked. Effects of a purchase rank (top, middle, bottom rank) on achievement and perceived product quality were not found in the high competition. Furthermore, consumers tended to perceive greater achievement and product quality when a purchase rank was informed before purchase than after purchase. Theoretical and practical implications were further discussed.

Keywords:

Competitive consumption, competition strength, purchase rank, achievement, perceived product quality

Acknowledgments

This research was supported by Hankuk University of Foreign Studies Research Fund.

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∙ The author Jihye Park, PhD is a Professor of Marketing in the College of Business at Hankuk University of Foreign Studies in Seoul, Korea. After receiving her PhD from the Ohio State University, she had been on the faculty of Iowa State University. Her current research interests include consumer information processing and memory. Her research has been published in journals such as Psychology and Marketing, Journal of Business Psychology, and Journal of Consumer Behaviour. She received a 2014 best working paper award from Association for Consumer Research.

∙ The author Wenhan Li is a doctoral student in the College of Business at Hankuk University of Foreign Studies in Seoul, Korea. His current research interests include consumer competition and information processing.