International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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Shopping for Oneself : Motives and Orientations of Small Luxury Purchase as Self-Gifting

  • Ahn, Eunkyoung (Dept. of Fashion Design & Textiles, Inha University) ;
  • Chae, Jiwon (Dept. of Fashion Design & Textiles, Inha University) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • Received : 2016.05.18
  • Accepted : 2016.06.29
  • Published : 2016.06.30
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Abstract

Small luxury purchase as self-gifting is one of the latest consumer trends in self-gifting. Although this consumption trend continues to grow in various fields, little research has been conducted on related consumer behavior. As such, this study was conducted to empirically investigate the current consumer behavior involved in purchase of small luxury self-gifts. The objectives of this study are to determine the current status of self-gifts markets, identify motives and orientations of self-gifting, and investigate the effects of the motives on self-gifts orientations. A total of 199 respondents were used in data analyses. Regarding motives for self-gifting, four motives - self-comfort, self-reward, anxiety, and showing off - were identified; regarding self-gifting orientations, five factors - rationalization (emotional comfort, product attributes, self-defense, and conformity) and the luxury being within one's spending limit - were identified. The study determined the effects of the motives on the orientations, and the effects of the motives and the orientations on post-purchase consumer reaction. This study conducted an empirical investigation on small luxury self-gifting and moreover, the study determined the motives, orientations, and consequences of self-gifting, which have not yet been explained in the literature.

Keywords

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