Purpose

The purpose of this study is to examine how phygital luxury experiences can be generated from mobile-mediated service activities while enabling luxury apparel shoppers to attain status goals and hedonic goals. Phygital luxury experiences are defined in this context as shopping experiences that blend the participative and immersive components of mobile and ubiquitous media with physical luxury servicescapes.

Design/methodology/approach

This conceptual research draws on activity theory from the field of human-computer interaction to produce an activity-centric model of phygital luxury experiences. By drawing on activity theory, the authors develop research propositions and build a conceptual model. The conceptual model probes how phygital luxury experiences can be generated from mobile-mediated service activities that enable luxury apparel shoppers to attain status goals and hedonic goals. In turn, service activities are proposed to meld with luxury shopping goals when mobile devices allow luxury apparel shoppers to participate in community-, rules-, and labor-based service activities.

Findings

First, the conceptual model demonstrates that social validation and personalization are status and hedonic drivers for community-based service activities (e.g. content-sharing and multiplatform storytelling). Second, special privileges and new comforts are status and hedonic drivers for rules-based service activities (e.g. engaging in pseudo-webrooming, pseudo-showrooming, and seamless and on-demand resources). Third, know-how and domination are status and hedonic drivers for labor-based service activities (e.g. adopting self-service technologies and smart or intelligent displays).

Originality/value

This conceptual model contributes to the well-documented need for research on interactive luxury strategies and luxury retail innovation. Overall, these service activities provide luxury brands and shoppers new opportunities for building elite communities, bending store rules, and altering the division of labor within physical stores. At the same time, this model shows that exclusivity and allure of luxury consumption can be reproduced through luxury apparel shoppers' embodied interactions with salespeople and relevant audiences in connected store environments.

中文翻译：

---

Futurizing luxury：以活动为中心的 phygital 奢华体验模型

目的

本研究的目的是研究如何从以移动为媒介的服务活动中产生 Phygital 奢侈品体验，同时使奢侈品服装购物者能够实现地位目标和享乐目标。在这种情况下，Phygital 奢侈品体验被定义为将移动和无处不在的媒体的参与性和沉浸式组件与物理奢侈品服务场景相结合的购物体验。

设计/方法/途径

这项概念研究借鉴了人机交互领域的活动理论，以产生以活动为中心的 Phygital 奢华体验模型。通过借鉴活动理论，作者提出了研究命题并建立了概念模型。该概念模型探讨了如何从以移动为媒介的服务活动中产生 Phygital 奢侈品体验，这些服务活动使奢侈品服装购物者能够实现地位目标和享乐目标。反过来，当移动设备允许奢侈品服装购物者参与基于社区、规则和劳动力的服务活动时，服务活动被提议与奢侈品购物目标融合。

发现

首先，概念模型表明社会认同和个性化是基于社区的服务活动（例如内容共享和多平台讲故事）的地位和享乐驱动力。其次，特权和新的舒适是基于规则的服务活动的地位和享乐驱动因素（例如，参与伪网络展示、伪陈列室以及无缝和按需资源）。第三，知识和支配是基于劳动的服务活动（例如采用自助服务技术和智能或智能显示）的地位和享乐驱动力。

原创性/价值

这种概念模型有助于充分证明对交互式奢侈品战略和奢侈品零售创新研究的需求。总体而言，这些服务活动为奢侈品牌和购物者提供了建立精英社区、改变商店规则和改变实体店内分工的新机会。同时，该模型表明，奢侈品消费的排他性和吸引力可以通过奢侈品服装购物者在互联商店环境中与销售人员和相关受众的具体互动来再现。