Purpose: This study was aimed to identify the influencing factors of relational self, self-rationalization, and SNS photo-sharing activities on the symbolic consumption disposition of Generation Z in Korea. Methods: The subjects of this study were 191 college students from 8 provinces in Korea. Data were collected using scales for relational self, self-rationalization, SNS photo-sharing activities, and symbolic consumption disposition. Statistical analysis was conducted using a stepwise multiple linear regression model in SPSS 25. Results: The most influential factors of self-oriented symbolic consumption disposition were product attributes as a type of self-rationalization (ß=.35, p<.001), receiving support as a type of relational self (ß=.27, p<.001), and satisfaction with SNS photo-sharing activities (ß=.25, p<.001) accounting for 34% of the variance. Meanwhile, emotional consolation as a facet of self-rationalization (ß=.31, p<.001), the social capital aspect of SNS photo-sharing activities (ß=.27, p<.001), and the instrumental aspect of relational self (ß=.24, p<.001) were the most influential factors of other-oriented consumption disposition, explaining 38% of the variance. Conclusion: Findings of this study indicate that self-rationalization is the most influential factor on consumption disposition of Generation Z. As self-rationalization is an immature defensive mechanism, there is a need to develop new educational content to promote more rational consumption behavior among this generation.
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Park et al. (2024) studied this question.
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