Blurring luxury: the mediating role of self-gifting in consumer acceptance of phygital shopping experiences

The question of how to maintain allure and exclusivity while digitizing luxury brands is a pressing issue. A potential solution is to launch new retail formats that allow luxury shoppers to blur physical and digital (phygital) channels through mobile devices. Luxury shoppers, then, can use their newfound “powers” to fantasize and indulge in store atmospheres through mobile-mediated activities. To that end, this article investigates whether...