Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences

Lawry, Charles Aaron

doi:10.1080/02650487.2021.1903742

Cited by 22 publications

(19 citation statements)

References 127 publications

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“…The study found that social and personal identities differently affect viewers' gifting choices, and the relationship between viewers' class identity and gifting-giving behaviour is moderated by social density (Li et al, 2020). Lawry (2021) conducted a study to investigate hedonic behaviour whereby self-gifting influenced the acceptance of 'phygital' shopping experiences together with fashion opinion leadership and status-seeking. Despite these studies conducted on online gift giving, gifting behaviour in online games remains unexplored.…”

Section: Gifting Behaviourmentioning

confidence: 99%

For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games

Sharma

2021

International Journal of Information Management

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Section: Gifting Behaviourmentioning

confidence: 99%

For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games

Sharma

2021

International Journal of Information Management

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“…This fulfills their social aspirations, motives and satisfies their extrinsic goals (e.g. status-seeking) in a better way than only by a physical experience (Lawry, 2021). However, many luxury consumers believe that phygital poses social and personal risks (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

Luxury consumption amidst the COVID-19 pandemic

Kumar

2022

MIP

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PurposeThis study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.Design/methodology/approachOverall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.FindingsPhygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.Research limitations/implicationsThe meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.Practical implicationsLuxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.Originality/valueNew perspectives have enriched the realm of luxury.

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“…Previous work on the consumer psychological mechanisms of phygital commerce has largely been confined to studying its impact in particular consumer markets. For example, Lawry investigates the implementation of phygital communication in the luxury segment, finding that, compared with purely digital means, it leads to greater statusseeking motivations and increased demand overall [16]. Other research has found that the multi-sensory capabilities inherent in phygital consumption make it uniquely placed to enhance happiness and consumer well-being within the fashion industry [17].…”

Section: The Psychology and Neuroscience Of Purchasing Behaviormentioning

confidence: 99%

“…Our research suggests that one of the most promising avenues by which this transformation occurs is via the impact of phygital technologies on two primary elements in any consumer decision: the product experience prior to purchase, and the purchase experience itself. Researchers have found that consumer decisions about whether or not to complete a purchase can be predicted with considerable accuracy based on our knowledge of these two components in any given case [16,[18][19][20][21].…”

Section: The Psychology and Neuroscience Of Purchasing Behaviormentioning

confidence: 99%

Defining the Phygital Marketing Advantage

Johnson

Barlow

2021

JTAER

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Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the two can galvanize sales. However, the specific sources of this marketing potential remain undertheorized and the factors determining the appropriateness of such implementations remain unclear. Based on an extensive review of relevant literatures, we begin by considering a particularly important potential source of phygital marketing’s power. Specifically, we bring together findings from consumer psychology and neuroscience to provide a mechanistic account explaining how the combination of reduced “pain of payment”, facilitated by digital purchasing technologies, and the product attachment generated by real or simulated product experiences prior to purchase holds the potential to increase sales. We then propose a more general theoretical framework grounded on a review of primary and secondary research findings from consumer psychology and consumer neuroscience to explain the potential power of phygital marketing experiences, account for their unique value, and provide a platform for future research. The paper equips both academics and practitioners with a better and more scientific understanding of the practical dimensions of phygital commerce and lays a foundation for future enquiry.

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Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences

Cited by 22 publications

References 127 publications

For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games

For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games

Luxury consumption amidst the COVID-19 pandemic

Defining the Phygital Marketing Advantage

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