Viewing motives and conspicuous consumption in youth-oriented streaming content: A structural equation modeling dataset

This dataset contains survey responses from 573 young adults (aged 18–24) investigating the structural relationships between viewing motives for youth-oriented streaming content and conspicuous consumption orientation. The data was collected between May and June 2024 to explore how psychological gratifications—such as coping, enrichment, social interaction, and emotional development—predict status-oriented consumption values.The dataset includes:Demographic Variables: Gender, age, education level, and weekly screen time (categorized as low, medium, and high).Viewing Motives (WTSMQ): 19 items measuring four sub-dimensions (Coping, Enrichment, Social, and Emotional Enhancement) on a 4-point Likert scale.Conspicuous Consumption Orientation: 11 items measuring status-signaling consumption tendencies on a 5-point Likert scale.The data is provided in an Excel format (.xlsx) with a comprehensive README sheet that includes the codebook, variable descriptions, and Likert scale anchors. This dataset is suitable for researchers interested in media psychology, consumer behavior, and structural equation modeling (SEM) applications in digital streaming contexts.