Do Streaming Services Appeal to Individuals With High Self-Concept Clarity or Those With Low Self-Concept Clarity?
Current consumers face a decision between two consumption modes: “liquid consumption,” in which they access intangible products temporarily, and “solid consumption,” in which they maintain permanent ownership of tangible products. This study examines how two factors—product self-relevance and self-c...
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| Main Author: | |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2025-01-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/6/1/6_2025.004/_html/-char/en |
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| Summary: | Current consumers face a decision between two consumption modes: “liquid consumption,” in which they access intangible products temporarily, and “solid consumption,” in which they maintain permanent ownership of tangible products. This study examines how two factors—product self-relevance and self-concept clarity—influence consumers’ choice between liquid and solid consumption. Experimental findings revealed that when product self-relevance is low, consumers tend to opt for liquid consumption, regardless of their self-concept clarity levels. However, when product self-relevance is high, consumers with high self-concept clarity demonstrate a stronger preference for solid consumption, while those with low self-concept clarity are more inclined toward liquid consumption. By presenting these insights, this research makes theoretical contributions to the field of liquid consumption studies while providing practical guidelines for marketers making decisions about product distribution formats. |
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| ISSN: | 2435-0443 |