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 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 good