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 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.