Consumer Behavior

Because I’m Worth It: An Exploration of Consumer Perceived Values in the Self-Gifting Experience

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Abstract

As self-gifting behavior has become a popular consumption, practice, it has gained academic attention. Although various values have been identified in self-gifting behavior, in-depth empirical study of the role of consumer perceived values in self-gifting is limited. Therefore, the purpose of the study was to explore the role of consumer perceived values in self-gifting behavior. Given the self-gifting is context-dependent, the qualitative approach was deemed appropriate. Virtual interviews were conducted with 20 participants. The thematic analysis revealed seven values-based themes, including (1) price and quality, (2) feeling happy. (3) social connection, (4) gaining new knowledge, (5) gaining new experience, (6) security through resale, and (7) work-life balance. The study provides meaningful implications. The study advances consumption value theory by adding two emergent themes (i.e., security through resale and work-life balance) in addition to existing values per consumption value theory as well as extending the literature on consumer perceived values and self-gifting.

Keywords: Self-Gifting, Consumer perceived values, Qualitative approach, self-gifting, consumer perceived values, qualitative approach

How to Cite:

Seo, S., Hodges, N. J. & Su, J., (2022) “Because I’m Worth It: An Exploration of Consumer Perceived Values in the Self-Gifting Experience”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.11886