Purpose

Luxury consumption has evolved, and two important reasons behind the change include globalization and the COVID-19 crisis. These factors have led to the rise of new luxury consumption, which is different from traditional luxury consumption. This study examines how consumers’ identities shape their intentions to consume traditional luxury and new luxury brands.

Design/methodology/approach

The theoretical underpinnings of the schema congruity theory and heuristic systematic framework were applied to understand the role of identities in determining consumers’ regulatory focus, price luxuriousness inference and preference for traditional and new luxury brands.

Findings

Findings suggest that the global identity of consumers shapes their promotion focus and price luxuriousness inferences. However, their local identities induce a prevention goal. Consumers with such a goal are unlikely to make price luxuriousness inferences. Further, these inferences lead to the choice of traditional luxury over new luxury brands. The results also establish the moderating effects of consumer flexibility.

Originality/value

The extant literature is inconclusive on the role of globalization in luxury consumption and ignores new luxury brands. The current study shows the impact of identities and regulatory focus on traditional and new luxury consumption. The findings also indicate consumers’ regulatory focus and price luxuriousness inference as the reasons behind the influence. The paper also implies that consumers open to renting, sharing or buying second-hand goods will prefer new luxury over traditional luxury brands.

中文翻译：

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是什么推动了新的奢侈品消费？图式一致性理论和启发式系统框架的应用

目的

奢侈品消费已经发生变化，这种变化背后的两个重要原因包括全球化和新冠肺炎 (COVID-19) 危机。这些因素导致了不同于传统奢侈品消费的新型奢侈品消费的兴起。本研究探讨了消费者的身份如何影响他们消费传统奢侈品牌和新奢侈品牌的意图。

设计/方法论/途径

应用图式一致性理论和启发式系统框架的理论基础来理解身份在确定消费者监管焦点、价格奢华推断以及对传统和新奢侈品牌的偏好方面的作用。

发现

研究结果表明，消费者的全球身份决定了他们的促销重点和豪华价格推论。然而，他们的本地身份引发了预防目标。具有这样目标的消费者不太可能做出价格奢华的推断。此外，这些推论导致人们选择传统奢侈品而不是新奢侈品牌。结果还确定了消费者灵活性的调节作用。

原创性/价值

现有文献对于全球化在奢侈品消费中的作用尚无定论，并且忽视了新的奢侈品牌。当前的研究显示了身份和监管重点对传统和新型奢侈品消费的影响。研究结果还表明，消费者的监管重点和价格奢侈推断是影响背后的原因。该论文还暗示，愿意租赁、共享或购买二手商品的消费者将比传统奢侈品牌更喜欢新奢侈品。