| Abstract: | Nowadays, people tend to show off in a more conservative rather than ostentatious way, that is, “low‐key style.” This paper focuses on consumers' low‐key conspicuous behavior on social media after they purchase fashion luxury goods, so as to explore the antecedents of this behavior, as well as its impact, on consumer happiness. Our results show that motivations for self‐representation and avoidance of negative comments from others trigger the low‐key conspicuous behavior. Afterward, this behavior will positively affect consumers' short‐term happiness through both perceived self‐image and perceived interpersonal relationship, while enhancing long‐term happiness only through perceived interpersonal relationship. The reason may be that the temporary pleasure brought by the improvement of perceived self‐image is not enough to raise the quality of life, but an improvement in one's interpersonal relationship is a lifelong benefit. |
