Systematic Literature Review on Consumer Motivations Regarding Luxury

Purpose: The luxury industry is undergoing rapid changes owing to emerging technologies and social environments. This has resulted in changes in consumer perceptions, motivations, and behaviors. Thus, this study aims to understand the current advances related to consumer motivations towards luxury to advance the latest consumer profiles and behavior models in such a complex and rapidly changing context.
Design/methodology/approach: The Scopus database was thoroughly searched for academic journal articles published in English related to consumer motivation for luxury products. A total of 141 articles were initially collected, and the abstracts of all articles were manually reviewed to verify their relevance. Irrelevant, incomplete, or duplicate articles were excluded, resulting in 119 articles for further analysis and synthesis.
Findings: Four major themes based on research characteristics and analysis details were explored: (1) general consumer motivation, (2) motivation of different consumer groups, (3) motivation in different luxury product or service categories, and (4) brand strategy and the brandconsumer relationship. A holistic framework is proposed based on these themes to better understand consumer motivation in the luxury industry.
Originality: Despite several studies on consumer motivation in the luxury industry, no comprehensive analysis has synthesized the two. This study aims to address this gap by conducting a systematic literature review.

Keywords: Luxury; Luxury Consumption; Consumer Motivation; Consumer Behavior; Systematic Literature Review

The authors are researching the luxury strategy (Nagasawa, 2015; 2016; 2022) [1-3], especially comparing SPA brands such as UNIQLO and MUJI, and luxury brands and the flagship store strategy for large store location (Nagasawa and Suganami, 2019; 2020; 2021) [4-6].

The business environment has been continuously changing in the luxury industry, influenced by unprecedented rapid technological development and subsequent social transformation. The emergence of social media and other forms of information technology has empowered consumers with greater control over the communication of products and services. The development of global logistics and e-commerce platforms enables consumers to easily purchase online products worldwide and encourages luxury brands focus on the construction of online experiences for global consumers (Liu, Burns and Hou, 2013) [7]. Globalization and digitization have resulted in stronger competition, and COVID-19 has triggered sudden global changes in business environments in recent years.

To address the challenges brought about by the changing business environment, luxury brands must understand consumer motivations thoroughly. This is because the motivations of consumers influence their actual behaviors in communicating with luxury brands and purchasing luxury products and services. Only when luxury brands understand consumers well can they adopt appropriate marketing strategies to satisfy the consumer needs and motivate them to engage with brands and purchase products (Yi-Cheon Yim, et al, 2014) [8]. Thus, researchers must understand the current advances in the literature on consumer motivation to advance the latest consumer profiles and behavioral models in a complex and rapidly changing context. Abundant research has focused on motivation to purchase luxury products or services; however, a comprehensive review is lacking. To fill this research gap, this study collects and synthesizes extant studies on consumer motivations in the luxury context.

This paper begins with a brief introduction to the academic background on luxury and consumer motivation. Subsequently, the methodology used to conduct the literature review and the process of article collection and synthesis are described. The results provided an analysis of article characteristics and a categorization of four themes: general consumer motivation, motivation of different consumer groups, motivation in different product or service categories, brand strategy, and brand-consumer relationship. Finally, this paper provides implications for future research and offers concise conclusions.

Luxury and luxury consumption

Scholars have not yet reached a clear consensus on the definition of luxury up to the present time (Ko, Costello and Taylor, 2019) [9], as it varies in different contexts. However, it is widely acknowledged that the understanding of “luxury” is subjective and depends on the perspective of consumers (Phau and Prendergast, 2000) [10]. Consumers can choose luxury purchases to satisfy their needs for different values, including conspicuous, unique, social, emotional, and quality values (Vigneron and Johnson, 1999) [11]. Since Veblen’s (1899) [12] initial concept of conspicuous consumption, luxury consumption has been closely associated with conspicuous consumption as consumers tend to use it to display their wealth and social status. However, later research indicated that status and conspicuous consumptions are distinct constructs (O’Cass and McEwen, 2004)[13]. In status consumption, consumers can possess products with status signals but do not publicly display the products. In contrast, consumers intentionally display certain signals to gain social status through conspicuous consumption. Considering the differences in status and conspicuous consumptions, scholars (Berger and Ward, 2010 [14]; Eckhardt, et al., 2015 [15]) have identified the concept of inconspicuous consumption and the trends of inconspicuous consumption behaviors in the context of luxury. Evidently, conspicuous luxury products can demonstrate consumer status to the public; however, the consumers’ motivations for choosing inconspicuous luxury products are still worth further study. Shao, et al. (2019a, 2019b) [16, 17] explored the relationship between intrinsic motivation and inconspicuous luxury consumption as well as the moderating role of consumer personality and behavior. Owing to the increasing trend of inconspicuous consumption, additional empirical investigations must be conducted to redefine the understanding of luxury and the practices associated with luxury consumption. As more research is dedicated to examining the various subdivided forms of luxury consumption, it is crucial to delve deeper into the existing luxury consumption landscape and the factors shaping it.

Consumer motivation in luxury

Consumer motivation in luxury is a broad topic includes motivations to consume luxury products and to engage with various marketing activities of luxury brands. According to Ryan and Deci Ryan and Deci (2000) [18], motivations are categorized for different reasons or goals that drive specific actions. The most basic distinction is between intrinsic motivation, wherein individuals engage in an activity because they find it inherently interesting or enjoyable, and extrinsic motivation, wherein individuals participate in an activity because it results in a separate outcome Ryan and Deci (2000) [18]. Roy, et al. (2018) [19] note that consumers’ motivations for luxury consumption are primarily influenced by their inner thoughts and emotions. Thus, the consumers’ motivation to engage in luxury consumption can differ based on various factors such as demographics, socioeconomic background, and cultural norms. Purchasing luxury products satisfies various social and personal needs of consumers, such as presenting a specific social class, communicating a desired self-image, and providing self-concept reinforcement (Nia and Zaichkowsky, 2000) [20]. Meanwhile, consumers are increasingly motivated by recreational and experiential factors rather than simply buying and possessing goods (Bardhi and Eckhardt, 2017) [21]. Bazi et al. (2020) [22] identified six macro-dimensions of consumer motivations for engaging with luxury brands on social media: perceived content relevancy (brand news, post quality, and celebrity endorsement), brandcustomer relationship (brand love and brand ethereality), hedonic (entertainment), aesthetic (design appeal), socio-psychological (actual self-congruency, status signaling, and enhanced and maintained face), brand equity (perceived brand quality), and technology factors (ease of use and convenience). For luxury brands, it is important to gain a comprehensive understanding of the factors that affect consumer motivation, particularly within a specific product or service category.

The approach used in this study involved a systematic review (Tranfield, et al., 2003 [23]; Latif, et al., 2018 [24]), which entailed collecting, analyzing, and synthesizing all relevant papers related to consumer motivation for luxury.

The data collection strategy comprised two stages. First, the Scopus database was searched at the end of May in 2023 by using < ‘luxury’ AND ‘consumer motivation’ > within the title, abstract, and keyword fields. The search was initiated using two broad terms to ensure that an adequate number of relevant articles were included. Additional filters were then applied to limit the search results to academic journal articles published in English, while excluding books, book chapters, and conference papers. A timeframe was applied to limit the articles to the final stage of publication. Based on these criteria, 141 articles were selected.

Following the initial search, the abstracts of all articles were manually reviewed to verify their relevance. This study only included articles with objectives aimed at examining consumer motivation in the context of luxury. Twenty-two articles were excluded owing to irrelevance, incompleteness, or duplication, resulting in 119 articles for further scrutiny.

To conclude the articles’ characteristics and common themes, each literature was precisely analyzed based on the content. The results of this study are divided into three sections: descriptive characteristics, methodological characteristics, and thematic analysis.

Descriptive characteristics

Based on the Scopus classification, the collected articles were categorized under 14 disciplines. The most studied research fields are “Business, Management, and Accounting” (105 publications), “Economics, Econometrics, and Finance” (17), “Social Sciences” (17), and “Psychology” (9). Certain articles simultaneously belonged to multiple disciplines. The key academic journals in this sample are the Journal of Business Research (14), Journal of Fashion Marketing and Management (11), Journal of Retailing and Consumer Services (10 records), and Journal of Consumer Marketing (7).

Upon the analysis of publications per year, very few articles related to this topic were found to be published before 2009, with only one article being published in each of the three years 2003, 2006, and 2007. The number of articles fluctuated between 2009– 2016, within a range of 2–8 articles per year. A steady increase in the number of articles has been observed since 2017. Although one fewer article was published in 2020 than in 2019, the number of articles remained high. A surge from 11 to 16 articles was observed from 2020 to 2021, whereas the increase slowed from 2021 to 2022, with a growth of only two articles. As the number of articles in 2023 only included articles published before the end of May, the data were incomplete (Figure 1).

Methodological characteristics

In terms of methodology, the sample was examined in terms of research type, research design, and analysis techniques. The majority (63.87%, 76 out of 119) of the studies were conducted as quantitative research. Thirty papers applied a qualitative approach, and 10 papers applied both qualitative and quantitative approaches. Only three studies used the review approach as their primary research type.

The most used research design was surveys, which was employed in 74 articles (62.18%), followed by interviews (29, 24.37%), experiments (11, 9.24%), focus groups (10, 8.40%), and literature reviews (6, 5.04%). Of these, 21 employed multiple research designs (Figure 2).

Analytical techniques are grouped into several major categories. Structural equation modeling (SEM), confirmatory factor analysis (CFA), and exploratory factor analysis (EFA) composed the most commonly used techniques and were applied in 54 articles. Qualitative analysis methods (23), which mainly included thematic, narrative, and content analyses, were the second most used group. The next was the correlation or regression group (22). The last major group was the t-test, ANOVA or MANOVA (18) (Figure 3).

Theme analysis

Within the context of consumer motivation towards luxury, four themes were identified in the review process. The categorization criteria were based on the research topic of each article. The articles related to the first theme focused on the general consumer motivations towards luxury consumption shared by different consumer groups and luxury categories. In case of the second theme, the articles analyzed the variation in motivations in different consumer groups. For the third theme, the divergence of consumer motivations for different product or service categories was scrutinized. Finally, for the last theme, the articles were focused on the influence of brand strategy on consumer motivations and the relationships between brands and consumer motivations within the luxury context (Table 1).

Table 1:Studies categorized in different themes.

General consumer motivation: Studies on intrinsic and extrinsic motivation form the basis of research on consumer motivation towards luxury purchases. Seven of the 18 articles in this category investigated consumers’ intrinsic motivations for luxury consumption. The most commonly studied intrinsic factors are self-concept, need for uniqueness, and self-expansion Shao, et al., 2019b, 2019a [16, 17]; Khan and Dhar, 2006 [25]; Truong and McColl, 2011 [26]; Brun and Castelli, 2013 [27]; Chen et al., 2021 [34]; Barrera and Ponce, 2021 [70]).

Eight studies explored consumer motivation in relation to status consumption, interpersonal relationships, and other social factors. These studies have investigated topics such as social comparison, social adjustive attitudes, and symbolic consumption (Shao et al., 2019a, 2019b [16, 17]; Brun and Castelli, 2016 [27]; Elizabeth-Bock et al., 2014 [28]; Chan et al., 2015 [29]; Zhang et al., 2019 [32]; Chen et al., 2021 [34]; Wang et al., 2021 [37]).

Since Veblen’s (1899) [12] study on conspicuous consumption, extrinsic value has been recognized as a major motivation for purchasing luxury products. Recently, the similarities and differences between conspicuous and luxury consumptions have been clarified (Yuan et al., 2021) [38]. Shahid and Paul (2021) [35] found that consumers gradually become intrinsically driven by luxury consumption. The increasing recognition of subtle or inconspicuous luxury consumption in luxury research necessitates further exploration of the motivations towards it (Eastman et al., 2022) [39]. Eastman, et al. (2022) [39] defined and developed a measure of inconspicuous luxury motivations with nine items based on two factors: intrinsic motivation to enjoy privacy in luxury consumption and extrinsic motivation to be associated with the experienced luxury elite.

A few studies have examined other factors affecting consumer behavior in the luxury consumption context, such as envy (Loureiro et al., 2020) [33] and narcissism (Fastoso et al., 2018) [63]. Certain studies focused on this aspect have been conducted on a certain group of consumers; however, they did not focus on the characteristics of specific consumer groups. Therefore, they belong to the first theme instead of the second theme, focusing on consumer segmentation. Rather than focusing solely on a specific target group, these studies investigated overall consumer traits. It would be valuable to broaden the research scope to a larger group of consumers based on the findings of these studies obtained from a certain group of consumers.

Motivation of different consumer groups: As the most frequently studied theme, several studies (44 articles) were conducted on a specific group of consumers based on demographic factors (e.g., age, generation, and gender), cultural and geographical factors (e.g., district, country, and religion), or specific behaviors (e.g., purchasing luxury goods during tourism).

In terms of age groups, young consumers, such as Generation Y, have been an emergent segment of the luxury market (Giovannini, et al., 2015) [54] and this age group is the most frequently studied objective (with six articles). Luxury brands provide Generation Y consumers with conspicuous or hedonic values along with opportunities for self-expansion and self-growth (de Kerviler and Rodriguez, 2019 [64]; Tak, 2020 [69]). Within this age group, it is also found that conspicuous motivations (both bandwagon and snob motivations) were more prominent in men than in women (Verdugo and Ponce, 2023) [82]. The comparison of different age cohorts’ motivations (Hauck and Stanforth, 2007; Eastman and Liu, 2012; Halwani, 2021) [40,46,71] is another popular topic (with three articles) that can provide practical implications for luxury brands to better target their consumers based on age. In addition to the above topics, other age groups, such as Generation Z, teenagers, young adults, and older consumers, have also attracted research interest (Gil et al., 2012 [47]; Amatulli, et al., 2015 [53]; Barrera and Ponce, 2021 [70]; Cho, et al., 2022 [77]).

Regarding individual luxury markets, China (13 articles), the U.S. (5 articles), and India (3 articles) were the most studied. With its large population and fast-growing economy, China has become the most prominent market, attracting the interests of managers and researchers. The comparison of different markets mainly focuses on the difference between mature and emergent markets or collectivistic and individualistic cultures (Shaikh et al., 2017 [61]; Yu and Sapp, 2019 [68]). The study by Naumova et al. (2019) [65] found that consumers from cultures with high collectivism primarily perceive social values in consuming luxury goods and are sensitive to conspicuous luxury. In contrast, consumers from cultures with high individualism perceive individual and functional values and are sensitive to hedonistic luxury.

Within the tourist context, Chan et al., (2014) [50] examined the impact of intrinsic factors on the purchasing behavior of Chinese consumers in other luxury markets. The results revealed four key attributes (self-satisfaction, possession obsessiveness, status consciousness, and personal differentness), as well as three distinct consumer segments (“shopping hedonists,” “ego-defended achievers,” and “conspicuous fashionistas”). Li, et al. (2021) [72] delved deeper into the connection between self-concept and luxury shopping behavior among tourists and investigated the sociopsychological aspects involved, including the motivations behind their purchases and how these purchases relate to their self-perception during holidays.

Motivation in different product or service categories: Studies focusing on motivation towards a distinctive product or service category comprised 28.57% (34 out of 119) of all the studies. Within this theme, the hospitality industry (11), collaborative consumption (10), and counterfeit products (7) were the most studied.

In studies related to the hospitality industry, consumers’ motivations and perceived risks towards sustainable operations in regard of hotel and restaurant services have been explored (Rishi et al., 2015 [89]; Peng and Chen, 2019 [97]; Peng, 2020 [100]). The focus on sustainable luxury has led to increased interest in these studies, which offer valuable insights into the factors that encourage or deter consumers from engaging in environmentally friendly behaviors (Rishi et al., 2015 [89]; Peng and Chen, 2019 [97]; Peng, 2020 [100]). Consumer perceptions and motivations for luxury wine consumption, particularly for luxury wines as gifts, have also been explored (Reyneke et al., 2011 [86]; Wolf et al., 2016 [92]). Wolf et al. (2016) [92] found that luxury wine consumption must be congruent with consumers’ self-identity and their reference or aspirational groups’ perceived norms.

In the collaborative luxury consumption, vintage products, second-hand products, and rental services were explored to understand consumer motivations in unconventional categories (Guzzetti et al., 2021) [103].

Vintage products provide consumer satisfaction with individual identity, improved self-confidence, and achievement as a sense of fulfillment (Amatulli et al., 2018) [93]. Second-hand products enable consumers to link social climbing, eco-conscious concerns, brand heritage, and windfalls (Kessous and Valette-Florence, 2019) [96]. Compared to other product categories, bargain hunting, treasury hunting, and individuality are specific motivators for second-hand luxury consumption (Silva et al., 2022) [113]. Consumers’ choice of rental services is primarily driven by utilitarian reasons (Guzzetti et al., 2021) [103].

Social functions are generally recognized as the primary factor affecting consumer attitudes towards counterfeit consumption (Wilcox et al., 2009 [84]; Xiao et al., 2018 [94]). Bian et al. (2016) [90] clarified the psychological and emotional factors that drive and result from the consumption of counterfeit products. Xiao et al. (2018) [94] investigated how self-monitoring and perceived social risk moderate the effect of actual-ideal self-discrepancy on consumer attitudes towards counterfeit branded luxuries. Iyer et al. (2022) [108] explored the moderating effect of interpersonal influence on consumer attitudes towards authentic and counterfeit luxury products.

Brand strategy and brand-consumer relationship: Of the four themes, brand strategy and brand-consumer relationships received comparatively less attention, being the second least explored theme (23 articles). Self-congruity, which refers to the relationship between a consumer’s self-image and the brand image, is a crucial topic in this field field. Roy and Rabbanee (2015) [120] found that self-congruity with a luxury brand enhances consumers’ self-perceptions and is positively influenced by social desirability, need for uniqueness, and status consumption. Li, et al. (2019) [125] identified that higher class consumers often focus more on the intrinsic value of a brand to express their self-identity, resulting in a higher self-brand association. Consequently, these consumers tend to favor inconspicuous consumption because there is a strong connection between their self-image and the brand image. Zhang et al. (2022) [134] examined the influence of the discrepancy between consumers’ actual and ideal self-congruity on their subjective wellbeing after a purchase.

Several brand strategies and their corresponding influences on consumers have been discussed, such as corporate social responsibility (Ahn, 2015) [118], inter-industry creative collaboration (Alexander and Contreras, 2016) [121], pop-up retailing (Taube and Warnaby, 2017) [122], brand globalness (Hassan et al., 2015) [119], pricing (Kapferer and Valette-Florence, 2021) [130], and return policies within an e-commerce context (Phau et al., 2022) [132]. Previous studies have widely accepted that luxury brands prefer lifestyle advertisements to functional advertisements. However, Ma et al. (2023) [136] found that functional advertisements could be more effective than lifestyle advertisements for luxury products in specific situations such as the purchase decision-making stage.

Recent research on this topic has focused on digitization, particularly in social media marketing and online retailing. Liu et al. (2013) [7] and Klaus (2020) [127] focused on the differences in consumer motivation towards online and offline luxury consumption. The in-store experience has always been crucial for fulfilling consumers’ expectations of luxury quality and experience, and the online experience is becoming increasingly influential. Klaus (2020) [127] explored consumer motivations expected and received from online luxury experiences (OLX). Consumers’ motivations for engaging with luxury brands on social media have also been explored in many studies. Martín-Consuegra et al. (2019) [126] analyzed the relationship between brand involvement, consumer-brand interaction, and behavioral intention in the context of luxury brand-related activities on social media. Jansom and Pongsakornrungsilp (2021) [129] studied the role of influencers in marketing in relation to consumer motivations for luxury purchasing. As indicated by Pentina et al. (2018) [123], consumer engagement behaviors have different potentials for luxury brand co-creation on social media. In addition to social media marketing, Jain et al. (2023) [135] studied digitization for gamification. The association between the motivation to adopt gamification, customer engagement, and affective commitment has been investigated for luxury consumers and brands.

Despite the increasing number of publications focusing on consumer motivations for luxury consumption (Figure 1), there remain several research gaps that require further exploration. The following topics within each theme are proposed for future research to expand our understanding of consumer motivations in the luxury context.

General consumer motivations: intrinsic value and subtle signals

Previous research has investigated the link between brand visibility and consumer motivation in the luxury context (Berger and Ward, 2010) [14]. The findings highlight that consumers purchase luxury brands to construct a desirable self-concept by communicating central beliefs, attitudes, and values to others (self-expressive) or, alternatively, gain approval in social situations (social-adjustive). Shao et al. (2019b) [17] found an interesting result in their research that consumer motivation (extrinsic versus intrinsic) does not directly influence the consumers’ preferences for brand visibility (explicit versus subtle). However, the role of individual differences such as personality traits, self-concept, and cultural values in moderating the relationship between motivation and brand visibility preference requires further investigation. Further scrutiny of the relationship between consumers’ intrinsic motivations and subtly marked luxury brands could provide meaningful implications for designing strategies in the luxury industry.

Simultaneously, Chinese consumers have been suggested to purchase luxury goods to fulfil their functional and social needs (Lloyd and Luk, 2010) [42]. This is consistent with Naumova et al. (2019) [65], who found that consumers from cultures with high collectivism mainly perceive social values with luxury consumption. Following several years of luxury brand development in emerging markets and the accumulation of consumer knowledge of luxury products, the recent study of Li et al. (2021) [72] revealed a new trend wherein the concept of individuality begins to influence Chinese consumers’ luxury purchases. Therefore, future research can explore consumer motivations related with intrinsic values in emerging luxury markets as well.

Motivation of different consumer groups: inter and intra-country difference

Luxury brands have expanded globally in the process of globalization. Therefore, understanding consumers from different cultural backgrounds contributes to the growth of the luxury sector. As concluded in the second theme (motivation of different consumer groups), cultural differences, particularly for consumers in different countries, have become a popular topic in the extant literature.

However, current research assumes that consumers within a country have similar thoughts and behaviors without considering intra-country differences (Shukla and Rosendo-Rios, 2021) [75]. It would be valuable to delve deeper into the nuances of cultural differences within specific markets, moving beyond broad comparisons between mature and emergent markets or collectivistic and individualistic cultures As research on luxury consumption matures, it is important to segment consumer groups within a country for future research, particularly in major markets such as China, the U.S., and India. In countries with large populations and vast territories, there are significant intra-country differences in consumer motivation and behavior that require further research (Shukla and Rosendo-Rios, 2021) [75]. Furthermore, it would also be interesting to expand the focus beyond the most-studied luxury markets (China, the U.S., and India) and explore other diverse markets to gain a more comprehensive understanding of consumer motivations in different cultural contexts. By investigating markets that have received less attention, researchers can uncover unique insights and explore how consumer motivation varies across regions and countries.

Motivation in different product or service categories: from luxury product to experience

In the third theme (motivation for different product or service categories), the tangible aspects of luxury goods remain the primary focus, and luxury experiences are less discussed (Hemetsberger, 2012) [137]. According to de Kerviler and Rodriguez (2019) [64], consumers consume luxury in the pursuit of materialism and in the search for enrichment through experiences. In the luxury hospitality field, consumers are concerned about the sustainability practices of luxury restaurants, which they believe may introduce a perceived risk to their dining experiences (Peng and Chen, 2019) [97]. It would be meaningful to examine how consumers’ perceptions of sustainability initiatives and their experiences with sustainable luxury hotels and restaurants influence their attitudes, behaviors, and satisfaction. Another topic worth investigating is the effectiveness of the various communication and marketing strategies employed by luxury hospitality brands to promote sustainable initiatives and enhance consumer experience.

Regarding collaborative consumption, the consumption of vintage and secondhand luxury items is also an experience for consumers to indulge in fantasies and feel the excitement linked to an unpredictable shopping activity (Guzzetti et al., 2021) [103]. Understanding the experiential factors that drive consumer engagement in these categories, such as the emotional and sensory aspects of collaborative consumption, can contribute to a deeper understanding of consumer behavior. Furthermore, considering the importance of luxury experiences in enhancing consumer motivation and engagement, it would be interesting to expand research on the impact of ambiance, personalized services, and immersive environments on consumer perceptions and behaviors in different product or service categories.

Brand strategy and brand-consumer relationship: social media marketing and online shopping

Research on brand strategies that influence consumer motivation remains underdeveloped. With the increasing usage of digital technology, consumers have more control over the information of consumption through social media platforms. However, the current literature on online and offline luxury retailing (Liu et al. 2020 [7]; Klaus, 2013 [127]) is insufficient for luxury brands to build a seamless luxury experience for consumers to switch smoothly between online and offline experiences. Future research in the luxury industry should focus on exploring the dynamic influence of digital technologies on the brand-consumer relationship. Specifically, there is a need to investigate how luxury brands can effectively utilize social media platforms to engage and influence consumers in their luxury consumption journey. This includes examining the impact of influencer marketing strategies, user-generated contents, and interactive features on consumer attitudes, perceptions, and purchasing behaviors. Understanding the roles of personalization, customization, and virtual shopping experiences in a luxury context is also crucial. Moreover, future research should delve into the challenges and opportunities presented by emerging technologies such as augmented reality and virtual reality in enhancing luxury online shopping experiences. By addressing these research gaps, valuable insights can be gained to aid in constructing luxury brand strategies to create a seamless and engaging luxury consumer journey.

Researchers continue to explore why consumers are motivated to buy luxury products in various contexts. This study concluded that four themes are necessary to understand the distinctive research paths in this field and provided advice on future research paths. While categories of values motivating consumers, typologies of consumer groups, variations in luxury industries, and effective brand strategies have been widely explored in the extant literature, the business context and consumer characteristics have faced fierce competitiveness and dramatic changes, particularly under the global influence of COVID-19 in recent years. Furthermore, the rise of alternative communication and consumption modes compared with traditional ones poses challenges in understanding the transformation in consumer motivation towards luxury consumption.

This research project was sponsored by Waseda University.

Authors declare no conflict of interest.

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