Motivation of self-gift consumption in fashion goods
This study aims to determine the most important motivations for self-gifting in a particular context of fashion goods. Through the statistical analysis of the data obtained from online surveys, the self-gifting motivation was studied in a quantitative way. The findings show that motivations asso...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2019
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| Online Access: | https://eprints.nottingham.ac.uk/57907/ |
| _version_ | 1848799509308506112 |
|---|---|
| author | Du, Shengye |
| author_facet | Du, Shengye |
| author_sort | Du, Shengye |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This study aims to determine the most important motivations for self-gifting in a particular context of fashion goods. Through the statistical analysis of the data obtained from online surveys, the self-gifting motivation was studied in a quantitative way.
The findings show that motivations associated with emotions and personal identities might be the most important motives for self-gifting in fashion goods. Marketers could stimulate self-gift consumption by encouraging consumers to focus on themselves, including pursuing enjoyment and shaping the ideal image. In addition, a highly contextual self-gift (Mick and DeMoss 1990b) would make self-gift consumption susceptible to its consumption background. This not only gives companies the opportunity to take advantage of marketing campaigns with the theme of self-gifts, but also requires companies to build more adaptable and flexible communication strategies.
Key words: Self-gift, Motivation, Fashion goods |
| first_indexed | 2025-11-14T20:36:48Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-57907 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:36:48Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-579072022-12-02T11:21:13Z https://eprints.nottingham.ac.uk/57907/ Motivation of self-gift consumption in fashion goods Du, Shengye This study aims to determine the most important motivations for self-gifting in a particular context of fashion goods. Through the statistical analysis of the data obtained from online surveys, the self-gifting motivation was studied in a quantitative way. The findings show that motivations associated with emotions and personal identities might be the most important motives for self-gifting in fashion goods. Marketers could stimulate self-gift consumption by encouraging consumers to focus on themselves, including pursuing enjoyment and shaping the ideal image. In addition, a highly contextual self-gift (Mick and DeMoss 1990b) would make self-gift consumption susceptible to its consumption background. This not only gives companies the opportunity to take advantage of marketing campaigns with the theme of self-gifts, but also requires companies to build more adaptable and flexible communication strategies. Key words: Self-gift, Motivation, Fashion goods 2019-12-01 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/57907/1/4338487%20-%20N14B63%20-%20Motivation%20of%20self-gift%20consumption%20in%20fashion%20goods.pdf Du, Shengye (2019) Motivation of self-gift consumption in fashion goods. [Dissertation (University of Nottingham only)] |
| spellingShingle | Du, Shengye Motivation of self-gift consumption in fashion goods |
| title | Motivation of self-gift consumption in fashion goods |
| title_full | Motivation of self-gift consumption in fashion goods |
| title_fullStr | Motivation of self-gift consumption in fashion goods |
| title_full_unstemmed | Motivation of self-gift consumption in fashion goods |
| title_short | Motivation of self-gift consumption in fashion goods |
| title_sort | motivation of self-gift consumption in fashion goods |
| url | https://eprints.nottingham.ac.uk/57907/ |