Shopping for Oneself : Motives and Orientations of Small Luxury Purchase as Self-Gifting

Ahn, Eunkyoung; Chae, Jiwon; Lee, Hyunhwa

doi:10.7233/ijcf.2016.16.1.087

Cited by 6 publications

(4 citation statements)

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“…Affordable luxury gifts have become increasingly popular for self-gifting (Kim, 2013). Consumers worldwide, including those in Asia and emerging countries, tend to buy affordable luxury and small luxury (masstige) goods as a gift for themselves (Ahn et al, 2016;Gupta et al, 2020) because they perceive them as top-of-the-line and luxurious within their spending limit (Choi, 2015;Mouakhar-Klouz et al, 2016). Masstige has contributed to the increasing trend of self-gifting, as it has made it possible for people from different classes to buy something nice for themselves within their budget, such as beauty products, performing arts, home decoration, exercise, flowers, travel, dining, beverages, and electronics (Kim, 2015;Hudders & Pandelaere, 2013).…”

Section: Self-gift and Masstige Consumptionmentioning

confidence: 99%

“…However, self-gift has received attention in consumer behavior research. Researchers like Ahn et al (2016) and Wiedmann et al (2007) highlighted self-gift as the antecedents of luxury consumption. Nevertheless, the antecedents of masstige brand consumption differ from luxury; therefore, it is necessary to investigate them separately (Kumar et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Impact of Self-Gift Behavior on Masstige Consumption: Moderating Role of Self-Esteem and Ideal- Social-Self

Khan¹,

Iqbal

2023

RJSI

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Masstige is a new marketing trend that emerged from democratizing luxury brands to the middle class. And in this era of democratization, individuals are consuming luxury not only to get social distinction but also to offer consumers personal experience and a sense of self-indulgence through its high-quality, premium price, and social reputation. As a way of self-indulgence, consumers self-gift themselves with affordable luxury. This study explores the role of consumers’ self-gift behavior involved in the intention to consume masstige smartphone brands. This study identifies the motives of self-gift that affect masstige brand consumption. This study also explores the moderating role of self-esteem and ideal social self as the moderator in the relationship between self-gift and masstige consumption. Using the masstige mean index, this study also identifies the masstige brands in the smartphone industry of Pakistan. A self-administered questionnaire was used to collect data from 560 smartphone users in Pakistan. Structural equation modeling (SEM) was used for data analysis. The results indicate that all dimensions of self-gift behavior used in this study positively affect masstige consumption. At the same time, self-esteem and ideal-social-self moderate the relationship between self-esteem and masstige consumption. The findings of this study contribute to masstige literature on the impact of self-gift behavior on masstige brand consumption.

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Section: Self-gift and Masstige Consumptionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Impact of Self-Gift Behavior on Masstige Consumption: Moderating Role of Self-Esteem and Ideal- Social-Self

Khan¹,

Iqbal

2023

RJSI

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“…Hedonic-oriented shoppers become enraptured by the sheer pleasure of luxury shopping experiences (Atwal and Williams, 2009). These emotional connections can lead apparel shoppers to attain hedonic goals when they perceive luxury goods as self-rewarding and extensions of themselves (Ahn et al , 2016; Hume and Mills, 2013; Seo and Buchanan-Oliver, 2019). Traditionally, luxury managers activate status goals and hedonic goals through spellbinding store environments that resemble high fashion ateliers (Carta and de Kock, 2019; Vukadin et al , 2019).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Futurizing luxury: an activity-centric model of phygital luxury experiences

Lawry

2022

JFMM

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PurposeThe purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.Design/methodology/approachThis conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.FindingsFirst, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).Originality/valueThis conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers’ embodied interactions with salespeople and relevant audiences in connected store environments.

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“…The selective consumption reduction lifestyle is consumer behavior that is economically constrained,butconsumerbehaviorthatseekssatisfactionfromsmall-scaleconsumption.Consumers whothinkthattheyareworthyoftheirownconsumptionshowbolderspending (Hwang,2014). Forexample,enjoyinghigh-enddessertsthataremoreexpensivethanlunches,purchasingsmall accessoriesorsmallitemsthatareaffordable,andoccasionaluseofpremiumtaxis.Ingeneral,it isasmallluxurytopurchasealessexpensiveluxuryitem,asawayofexpressingone'sownvalue, enjoying oneself, or improving one's quality of life (Oh, 2009;Hwang, 2014;Ahn et al, 2016). Therefore,theseconsumptionsoftenoccurinhedonicproductsandservices,butnotcommoditiesor practicalnecessitiesineverydaylife (Kim,2004).Selectiveconsumptionreductionbehavioralways occursonlywithinthescopeofwhattheconsumercanafford,butonlywithinspecificvaluesthatthey considerimportant (Kim,2004).Lawsonetal.…”

Section: Selective Consumption Reductionmentioning

confidence: 99%

The Anti-Consumption Effect on the Car-Sharing Utility

Lee

2021

International Journal of Customer Relationship Marketing and Management

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This study examines the motivations that prompt customers to use commercial sharing services (CSSs) and the relationship between anti-consumption and the perceived utility of CSSs in the fashion-sharing business. There have been many studies of the utilities that are related to the use of CSSs, but little research has yet dealt with the perceived utility of CSSs. Therefore, this study tries to understand how the two types of anti-consumption can differentially affect consumers' perceived utility to use CSSs. In particular, as the types of CSS have diversified and many consumers have used them, it can be expected that the influence of anti-consumption on the perceived utility of CSSs can change, depending on the field where the CSS is applied. This study found that (1) two types of anti-consumption (voluntary and selective) differentially affect the perceived utilities to use CSSs, and (2) the two types of anti-consumption differentially affect the perceived utility to use CSSs depending on the level of the brand.

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Shopping for Oneself : Motives and Orientations of Small Luxury Purchase as Self-Gifting

Cited by 6 publications

References 0 publications

Impact of Self-Gift Behavior on Masstige Consumption: Moderating Role of Self-Esteem and Ideal- Social-Self

Impact of Self-Gift Behavior on Masstige Consumption: Moderating Role of Self-Esteem and Ideal- Social-Self

Futurizing luxury: an activity-centric model of phygital luxury experiences

The Anti-Consumption Effect on the Car-Sharing Utility

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