Retail therapy for consumers of accessible luxury: A qualitative study from Poland and Turkey

Abstract

過往美國在購物療癒的相關研究為了獲得大量的受測者，大部份是以學生為對象。相較以往，本研究在消費者行為與購物療癒相關文獻之貢獻為以歐洲新興經濟國家波蘭和土耳其來調查平價奢華產品之潛在消費者。對於高端奢侈品，大部份受訪者認為自己是非奢侈品之購買者，但此點與受訪者過往兩至三年的奢侈品購買紀錄相矛盾。部份的土耳其消費者認為自己並不會用購物療癒來緩和情緒，其餘則認同購物療癒與情緒緩和的過往經驗。本研究提供線上零售商延遲取得商品的優勢，並提高期望與更高的歡樂，此一現象對於消費者尋求購物療癒來緩和情緒也有效果。

The concept of retail therapy has been investigated mostly in the United States, with students accounting for a majority of the respondents. By contrast, this study contributes to the literature on consumer behaviour and retail therapy by exploring potential consumers of accessible luxury products in Europe, specifically the emerging economies of Poland and Turkey. With regard to high-end luxury products, most of the participants perceived themselves as ‘non-luxury purchasers’, which contradicts their shopping history of affordable luxury over the past 2–3 years. While some of the Turkish consumers claimed not to engage in retail therapy to alleviate their moods, others recognised their previous experiences in the description of retail therapy and mood-alleviating purchases. This study provides insight into the advantage to online retailers of delayed acquisition, which increases anticipation and leads to greater happiness. This phenomenon also holds true for consumers seeking therapy to alleviate their mood.