Impacts of Efforts and Outcomes on Self-gifting Behavior in Goal-achievement Contexts

This study developed a self-gifting intention model which describes that consumer intention to purchase self-gift in an achievement context is influenced by four factors, i.e., the amount of effort, happiness of success/sadness of failure, the necessary of recovery, and reward/therapeutic mood. The results of the structural equation modeling showed that, first, individuals purchase self-gifts in recovery for personal efforts in case of success, whereas they do not in case of failure. Second, the necessary of recovery is reduced by happiness of success, whereas it is reinforced by sadness of failure. Third, the amount of effort positively affects happiness of success as well as sadness of failure. Fourth, happiness of success/sadness of failure positively affects reward/therapeutic moods, which in turn positively affects self-gifting intention.