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首页> 外文期刊>Journal of Business Research >The product is me: Hyper-personalized consumer goods as unconventional luxury
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The product is me: Hyper-personalized consumer goods as unconventional luxury

机译：产品是我：超级个性化的消费品作为非常规的奢侈品

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摘要

This study explores hyper-personalized wellness products (e.g., facial serum, custom-prepared meals, vitamins) as unconventional luxury products. Hyper-personalized consumer goods are those in which a consumer's genetic composition, or DNA, is used in the manufacturing process. Given that hyper-personalized products emphasize high quality and uniqueness and garner premium prices, this study conceptualizes these products as representing contemporary, unconventional luxury. Three studies empirically demonstrate the extent to which consumers allocate price premiums to three different hyper-personalized consumer products in terms of functionally compared with a mass-produced equivalent. The results reveal that consumers believe that hyper-personalized products are worth premium prices, regardless of their desire to own these products. Whether hyper-personalized products are truly more beneficial to consumer well-being than their mass-produced counterparts remains unknown however. The article concludes with theoretical and research implications, as well as research directives.
机译：本研究探讨了超级个性化的健康产品（例如，面部血清，定制的膳食，维生素），作为非传统的奢侈品。超级个性化消费品是在制造过程中使用消费者遗传组成或DNA的消费品。鉴于超级个性化产品强调高质量和唯一性和Garner溢价价格，这项研究将这些产品概念化为代表当代，非常规的奢侈品。三项研究经验证明了消费者在与批量生产的当量相比以功能相比为三种不同超级个性化消费产品为三种不同的超个性化消费产品分配的程度。结果表明，消费者认为超级个性化产品值得高价，无论他们拥有这些产品的愿望。超级个性化产品是否真的对消费者福祉比其批量生产的同行更有利。然而，他们的批量生产的同行仍然未知。本文缔结了理论和研究含义，以及研究指令。

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