Motivational Types of Fashion Self-Gifting Under Social Disruption: The Role of Consumption Values and Narcissism Facets

This study explores how narcissism facets and perceived consumption values are related to different motivations for fashion self-gifting. Rather than treating self-gift motivation as a predictor of later responses, the study considers reward-, therapy-, and celebration-motivated self-gifting as outcomes to be explained. Data were collected from 104 Korean consumers with self-gifting experience through an online survey conducted in 2023, and the data were analyzed using partial least squares structural equation modeling. Superiority was positively related to hedonic and epistemic value, whereas exhibitionism was positively related to hedonic and social value. Hedonic value significantly predicted reward- and therapy-motivated self-gifting, while epistemic value significantly predicted therapy- and celebration-motivated self-gifting. Social value did not significantly predict any of the three motivational types. Hedonic value also significantly mediated the relationship between exhibitionism and both reward- and therapy-motivated self-gifting, whereas the remaining indirect effects were not significant. The results suggest that fashion self-gifting is formed through more than one evaluative route and that different motivations are associated with different value dimensions.