Levels of Narcissism and Consuming Behaviors of Thai Facebook Users across Three Age Groups

Abstract

            Social media platforms allow users to express their narcissistic behaviors much easier. Differences in levels of narcissism can result in differences in consumer behaviors for making decisions on purchasing products and services. The objectives of this research are to study the consuming behaviors of Thai Facebook users across three age groups; the relationship between their consumer behaviors and levels of narcissism, and their purchasing behaviors with narcissism levels are above and below the average. This research was conducted by using a mixed-method design. The quantitative data were collected through a survey questionnaire to elicit information regarding their Facebook consuming behaviors and levels of narcissism using Narcissistic Personality Inventory (NPI) test. Participants in this study were Thai Facebook users from three different age groups ranging from 10–24 years, above 24–40 years, and above 40–55 years. The obtained data were calculated statistically by One-Way ANOVA and Pearson Correlation. Then, in- depth interviews were conducted to the participants who were purposively selecated to elicit information concerning their consuming behaviors in decision making to buy both products and services via online and offline (from stores). Results showed that among the three user groups, three behaviors were found to have statistical significance at the level of p = .05. These include photo adjustment before posting, comparison of their real lives and Facebook content, and beliefs that Facebook has influenced their behaviors. The average level of narcissism across all the participants was at 36.91 from 100. Paired t-tests also showed that Facebook users in age range of 10–24, and above 24–40 years demonstrate higher narcissistic levels than those above 40 – 55 years. This difference was statistically significant at p = .05 level. Facebook using behaviors of users in all age groups were positively correlated with and levels of narcissism. In terms of purchasing behaviors, those with above average scores of narcissism performed narcissistic behaviors for offline purchasing more than through online platforms. Each age group showed their production-reproduction of the purchased products and services differently through indirect performances such as, exhibiting with their faces and body images, their special relationships, and their self-esteem and mobility.