The Effect of Social Network Use on Chinese College Students' Conspicuous Consumption: A Moderated Mediation Model.

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 sec

SUBMITTER: Xu L 

PROVIDER: S-EPMC10525085 | biostudies-literature | 2023 Sep

REPOSITORIES: biostudies-literature