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    Uniqueness and status consumption in Generation Y consumers: Does moderation exist?

    Access Status
    Fulltext not available
    Authors
    Butcher, L.
    Phau, Ian
    Shimul, A.
    Date
    2017
    Type
    Journal Article
    
    Metadata
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    Citation
    Butcher, L. and Phau, I. and Shimul, A. 2017. Uniqueness and status consumption in Generation Y consumers: Does moderation exist?. Marketing Intelligence and Planning. 35 (5): pp. 673-687.
    Source Title
    Marketing Intelligence and Planning
    DOI
    10.1108/MIP-12-2016-0216
    ISSN
    0263-4503
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/56317
    Collection
    • Curtin Research Publications
    Abstract

    © 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to explore the existence of consumers’ need for uniqueness (CNFU) and status consumption (SC) in Generation Y (Gen Y). In exploring such, the equivalency of each construct (measurement invariance and population heterogeneity) is examined across early and late Gen Y consumers. Design/methodology/approach: A self-administered online survey is examined, with the sample of 397 Gen Y respondents analyzed through structural equation modeling. Findings: The results reveal that Gen Y consumers experience a need for uniqueness in a three-factor composition which is invariant across earlier and later Gen Y consumers. Similarly, SC is observed amongst Gen Y, with the empirical results again equivalent across the two groups. Finally, SC is supported to directly influence Gen Y’s purchase intention (PI) of luxury fashion goods, with the three CNFU constructs failing to directly influence PI, or SC’s influence on PI. Practical implications: Results suggest to practitioners that not only are CNFU and SC motivations existent in Gen Y consumers, but they act similarly across early (19-23) and later (24-34) members of the consumer segment. Additionally, SC positively influences Gen Y’s purchase behavior of luxury fashion goods. Practitioners may target such consumers with reassurance that these groups do not behave differently with respect to CNFU and SC. Originality/value: This study explores for the first time the three factors of CNFU and SC amongst Gen Y consumers. Such analysis, including the invariance of responses between those later and earlier born Gen Y consumers, and the structural relationships shared between these constructs and PI of luxury fashion goods offer intriguing insights for academics and practitioners alike.

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