Conspicuous Consumption and Tourism Product Purchase Intention Among Social Media Users: A Moderated Mediation Model

This study examines the effect of conspicuous consumption on purchase intention and investigates whether influencer marketing mediates this relationship. It also tests whether gender moderates this mediating effect. A quantitative research design was employed, and data were collected from social media users aged 16 and above using a survey technique. A total of 396 valid questionnaires were obtained through purposive sampling. The data were analyzed using SPSS 26, AMOS 26, and the Hayes PROCESS macro. Descriptive statistics, Confirmatory Factor Analysis (CFA), mediation analysis, and moderation analysis were conducted. The findings indicate that influencer marketing partially mediates the relationship between conspicuous consumption and purchase intention. This suggests that conspicuous consumption influences purchase intention both directly and indirectly through influencer marketing. In addition, the results reveal that gender significantly moderates this mediating relationship, with the indirect effect being stronger among male tourists compared to female tourists. Overall, the results highlight the importance of influencer marketing as a key psychological and social mechanism in shaping consumer purchase intentions in the context of social media-driven tourism consumption.