Culture

A Study of Viewers’ Responses to Fashion Haul on the YouTube – Focused on Luxury Goods

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Abstract

This study tried to identify the factors that lead viewers to experience vicarious pleasure and relative deprivation in viewing Luxury Haul. The interview was conducted on 20 women in their 20s and 30s who had watched the luxury Haul. Viewers recognized luxury Hsul as a source of information or entertainment. Viewers felt vicarious pleasure when watching luxury items or the reactions of YouTubers. relative deprivation occurred when viewers perceived relative economic disparity or relative inferiority of their appearance through forced comparison with YouTubers. The more viewers who recognized Luxury Haul as a source of information, the more strongly felt a sense of relative deprivation, and the more viewers who recognized Luxury Haul as a entertainment, the more strongly felt vicarious pleasure. Also, viewers with a high degree of involvement in luxury goods felt vicarious pleasure, while viewers with a high degree of involvement in YouTubers felt a relative deprivation.

Keywords: vicarious pleasure, relative deprivation, YouTube

How to Cite:

Her, Y. & Chun, J., (2019) “A Study of Viewers’ Responses to Fashion Haul on the YouTube – Focused on Luxury Goods”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8848