JRCS - Dataset associated at the article journal entitled "The Challenge of Integrating “Intelligent” Technologies in Luxury Shopping Contexts: The Role of Brand Personality Appeal and Consumers’ Status Consumption Orientation"

JRCS - Dataset associated at the article journal entitled "The Challenge of Integrating “Intelligent” Technologies in Luxury Shopping Contexts: The Role of Brand Personality Appeal and Consumers’ Status Consumption Orientation".
Current opportunities enabled by combining the Internet of Things and the Artificial Intelligence may allow marketers and managers to completely redesign shopping environments by integrating new interactive technologies in shopping environments. However, luxury brands have been typically skeptical to the implementation of technology, because of its conceptual contrast with the ideas of craftsmanship and human touch. To advance knowledge on the potential role of advanced technologies in the context of luxury, this study investigates the effect luxury shopping environment level of intelligence (low vs. high), in the shopping context of a luxury brand, on consumers’ perceived personality appeal and, therefore, on their intention to buy. Additionally, this study also sheds light on the moderating role of consumers’ status consumption orientation, that is a relevant consumer-related characteristic in field of luxury consumption. Results of two experiments, conducted with international participants recruited online, where the level of technological intelligence is manipulated through Voice Assistants (Study 1) and Smart Mirrors (Study 2), show that the high (vs. low) luxury shopping environment’s intelligence level positively affects consumers’ willingness to buy through the effect of their perceived brand personality appeal. Moreover, this effect is moderated by consumers’ status consumption orientation. Theoretical implications are discussed, together with managerial implications useful for effectively manage advanced technologies in luxury shopping environments.

JRCS数据集——关联自期刊论文《“智能”技术融入奢侈品购物场景的挑战：品牌人格吸引力与消费者地位消费导向的作用》。当前，物联网（Internet of Things）与人工智能（Artificial Intelligence）融合所催生的发展机遇，可助力营销人员与管理者通过在购物场景中集成新型交互技术，彻底重构购物环境。然而，奢侈品品牌历来对技术落地持审慎怀疑态度，因其与手工技艺、人文触感的核心理念存在概念层面的内在冲突。为深化学界对先进技术在奢侈品消费场景中潜在作用的认知，本研究以某奢侈品品牌的购物场景为依托，探究奢侈品购物环境的智能水平（低vs高）对消费者感知到的品牌人格吸引力的影响，进而作用于其购买意愿。此外，本研究还阐明了消费者地位消费导向（Status Consumption Orientation）的调节作用——该导向是奢侈品消费领域中一项关键的消费者个体特征。两项以线上招募的国际消费者为受试对象的实验，分别通过语音助手（Voice Assistants，研究1）与智能镜子（Smart Mirrors，研究2）操控购物环境的技术智能水平，其实验结果显示：相较于低智能水平的购物环境，高智能水平的奢侈品购物环境可通过提升消费者感知到的品牌人格吸引力，正向影响其购买意愿；且该效应会受到消费者地位消费导向的调节。本文同时探讨了相关理论启示，以及可用于有效管理奢侈品购物场景中先进技术的实践管理启示。