Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets

Shukla, Paurav; Rosendo-Ríos, Verónica

doi:10.1016/j.ibusrev.2020.101768

Cited by 31 publications

(47 citation statements)

References 66 publications

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“…This means that luxury firms must understand what the most important motivations are for their high-end consumers to communicate the relevant messages through product attributes and, ultimately, provide a satisfying luxury CX. The underlying motivations of luxury consumption communicated through luxury attributes are generally categorized into social-orientated or self-orientated motivations (Shukla and Rosendo-Rios, 2020). Social-orientated motivations include the desire for social status and positioning, signaled both by conspicuousness (conformity) and uniqueness (nonconformity).…”

Section: Literature Review 21 Customer Experience and Value Perceptio...mentioning

confidence: 99%

Come fly with me: exploring the private aviation customer experience (PAX)

Klaus

Tarquini-Poli

2022

EJM

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Purpose This study aims to address the need to empirically investigate the luxury customer service experiences of the ultra-high-net-worth individual (UHNWI) segment by conducting and analyzing interviews with 20 clients flying private jets. The results lead to a conceptualization of the UHNW private aviation customer experience. Design/methodology/approach This study applied a three-step method to explore the meaning and domain of the UHNWI luxury service experience. First, the perception and corresponding attributes of customers’ experiences using private aviation services were examined through 20 in-depth interviews and by using the soft laddering technique. Second, this study coded and, subsequently, purified the data by means of a systematic comparison approach and hierarchical coding. Third, a panel of judges, using the emerging consensus technique, scrutinized and validated the emerging dimensions. Findings The analysis reveals the customer experience (CX) and motivations differ significantly between business and leisure use, moving from a functional toward an experiential value focus. The findings emphasize the lack of social value for the UHNWI CX and introduce time as a new value dimension. Research limitations/implications This study provides multiple contributions to the customer experience, luxury and luxury services literature. This study enhances scholarly understandings of the holistic UHNWI CX in the context of an absolute luxury offering, thus providing a needed conceptualization of an underresearched customer segment, namely, the UHNWI. It delivers insights on the different motivations and experience UHNWI are seeking for according to the context. This study proposes a new luxury value dimension: time. Practical implications This study highlights multiple opportunities for UHNWI customer experience improvement. The findings reveal that different clients are looking for different experiences in terms of business versus leisure use. The key drivers and expectations shift from functional (price/availability/flexibility) to experiential factors (comfort/onboard experience/relationship with crew and pilot). Communication, marketing and CX management strategies and tactics need to emphasize this important distinction regarding what drives client behavior in the private aviation setting. Originality/value The contribution of this paper is threefold. First, it defines UHNWI characteristics and overall experiences using the unique über-service of private aviation, thus advancing scholarly understanding of both the luxury customer and the luxury customer service experience beyond the proposed traditional drivers of luxury consumption. Second, this study expands the conceptual foundation for the UHNWI “über-luxury” service experience, which, given the importance of the UHNWI segment, is important. Third, this study contributes to theoretical knowledge by extending customer value perception in the luxury context by introducing the luxury value dimension of time. This study concludes with a discussion of its findings’ implications for luxury research and practice, providing a future research agenda with regard to UHNW.

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Section: Literature Review 21 Customer Experience and Value Perceptio...mentioning

confidence: 99%

Come fly with me: exploring the private aviation customer experience (PAX)

Klaus

Tarquini-Poli

2022

EJM

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“…Bu nedenle nadir, az bulunan veya az bilinen lüks ürünleri (Kastanakis & Balabanis, 2012), kimsenin sahip olamayacağı ısmarlama ürünleri (Reddy, 2008) veya lüks markaların sınırlı sayıda ürettiği ürünleri tercih ederler. Böylelikle Bandwagon etkisinin tam tersi olarak değerlendirilir ve kitlelerden koparak farklı bir benlik imajı ve sosyal imaj oluĢturmak isterler (Shukla & Rosendo-Rios, 2021). Aynı zamanda eĢsiz, benzersiz olma arzusu bu tüketicileri cezbetmektedir (Shukla, 2012).…”

Section: Snob Etkisiunclassified

“…Snob etkisi ise Bandwagon etkisinin tam tersi olarak değerlendirilmektedir (Shukla & Rosendo-Rios, 2021). Bu etki, tüketicilere herkesten farklı olma, benzersiz olma, diğer tüketiciler tarafından satın alınmayanı satın alma, nadir ve az bulunan ürüne yönelme ve kimsenin sahip olamayacağı özel üretim ürünleri satın alma yöneliminde tüketicilerdir (Leibenstein, 1950;Kastanakis & Balabanis, 2012;Reddy, 2008;Tian & McKenzie, 2001;Shukla, 2012;Shukla & Rosendo-Rios, 2021). Böylelikle literatürde benzer Ģekilde Snob etkisi ile çevrim içi 1. el lüks ürün satın alma niyeti arasında pozitif yönlü bir iliĢki olduğu tespit edilmiĢtir.…”

Section: Sonuç Ve Tartişmaunclassified

Bandwagon, Veblen Ve Snob Etki̇si̇ni̇n Çevri̇mi̇çi̇ Lüks Ürün Satin Alma Ve Satma Ni̇yeti̇ne Etki̇si̇ Üzeri̇ne Bi̇r Araştirma

YOMOMATO

Aydın

ŞEN

2021

Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

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DeğiĢen tüketici davranıĢları ile birlikte çevrim içi alıĢveriĢin tüketiciler tarafından yaygın ve hızlı bir Ģekilde kullanılması ile birlikte çevrim içi platformlar önemli bir seçenek halini almıĢtır. Bu çalıĢmada tüketicilerin Bandwagon, Veblen ve Snob etkisinin çevrim içi birinci el lüks ürün satın alma niyeti, çevrim içi ikinci el lüks ürün satın alma niyeti, taklit ürün satın alma niyeti ve 2. el lüks ürün satma niyetleri üzerindeki etkisi üzerinde durulmaktadır. Çevrim içi anket yöntemiyle 344 tüketiciden toplanan veri PLS-SEM Kısmi En Küçük Kareler Yapısal EĢitlik Modellemesi ile analiz edilmiĢtir. AraĢtırma sonucuna göre; Bandwagon etkisinin çevrim içi 1. el satın alma niyeti, çevrim içi 2. el satın alma niyeti, taklit ürün satın alma niyeti ve 2. el satma niyeti üzerinde etkili olduğu tespit edilmiĢtir. Snob etkisinin çevrim içi 1. el satın alma niyeti üzerinde etkili olduğu tespit edilmiĢtir. Buna karĢın çevrim içi 2. el satın alma niyeti, taklit ürün satın alma niyeti ve 2. el satma niyeti üzerinde benzer bir etki görülmemiĢtir. Veblen etkisinin ise çevrim içi 1. el satın alma niyeti, çevrim içi 2. el satın alma niyeti ve 2. el satma niyeti üzerinde etkili olduğu tespit edilmiĢ olup taklit ürün satın alma niyeti üzerinde benzer bir etkiye rastlanılmamıĢtır.

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“…For example, community can forecast members' participation motivations through their usage records. For consumers with symbolic motivation, community can provide special platforms or incentives for them to express Guan et al 10.3389/fpsyg.2022.991009 their self-images so that to enhance their self-identities (Shukla and Rosendo-Rios, 2021;Iloranta and Komppula, 2022). For consumers with utilitarian motivation, community can create convenient pathways for them to seek for the functional value, such as recommending related posts or topics for them to participant.…”

Section: Introductionmentioning

confidence: 99%

“…As a result, consumers are prone to conduct the citizenship behaviors such as recommendation, helping others, and providing feedback in the online travel communities ( Hsu et al, 2015 ; Deng et al, 2021 ). Moreover, based on the theory of motivation, symbolic motivation can positively moderate the relationship between consumer interactions and their identification of the self-image, while utilitarian motivation positively moderates the effect of consumer interactions on their perception of social support ( Dabbous and Barakat, 2020 ; Akram et al, 2021 ; Shukla and Rosendo-Rios, 2021 ; Iloranta and Komppula, 2022 ).…”

Section: Introductionmentioning

confidence: 99%

“Net” value co-creation: The effect of interactions on consumer citizenship behavior in online travel communities

Guan

Chen²,

Li³

et al. 2022

Front. Psychol.

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Online traveling community is initiated by companies, but its survival is inextricably linked to consumer citizenship behavior (e.g., out-group recommendation, in-group helping, and inward response). The majority of researches have investigated consumer behavior of brand community such as consumer satisfaction, brand loyalty, and purchase intention. A few scholars try to explore consumer behaviors beyond the purchase, like participation, which was concerned as the value co-creation. However, the value co-creation of the community should depend on consumers’ citizenship behaviors instead of their pure participation. Therefore, this study empirically examines the effect of consumer interaction on consumer psychology and citizenship behaviors of the online travel community. The findings demonstrated that consumer interaction facilitated participants’ self-identity and their perceived social support, which enhanced their community identification and thus their citizenship behaviors. Furthermore, the motivation of participation plays a moderator in this process. Specifically, symbolic motivation moderates the relationship between consumer interaction and their self-identity, while utilitarian motivation moderates the effect of consumer interaction on their perceived social support. These findings contributed to the intervention of consumer citizenship behavior in online traveling community and provide insights into the management of the online travel community from the perspective of the value co-creation.

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Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets

Cited by 31 publications

References 66 publications

Come fly with me: exploring the private aviation customer experience (PAX)

Come fly with me: exploring the private aviation customer experience (PAX)

Bandwagon, Veblen Ve Snob Etki̇si̇ni̇n Çevri̇mi̇çi̇ Lüks Ürün Satin Alma Ve Satma Ni̇yeti̇ne Etki̇si̇ Üzeri̇ne Bi̇r Araştirma

“Net” value co-creation: The effect of interactions on consumer citizenship behavior in online travel communities

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