This study contributes to literature on luxury in the sharing economy by holistically examining new forms of luxury consumption which includes on-demand and the product-service economy, second-hand consumption, and co-ownership. Twenty-five depth semi-structured interviews with consumers reveal that the concept of luxury is disrupted in these new luxury contexts. Specifically, the findings challenge the traditional view of ownership as the ultimate form of luxury, and demonstrate the appeal of the temporality reflected in new forms of luxury consumption. Two types of sharing emerge—simultaneous versus sequential— each has its own challenges and opportunities. The findings identify value hedonism, hedonistic egoism, and hedonic escalation as drivers of such consumption, thereby contributing a deeper understanding of the complex nature of hedonism in new forms of luxury consumption. This research empirically supports a more inclusive, less elitist conceptualization of luxury and discusses implications for luxury brands.

本研究通过全面考察包括按需和产品服务经济、二手消费和共同拥有在内的新的奢侈品消费形式，为共享经济中的奢侈品文献做出贡献。对消费者进行的 25 次深度半结构化访谈表明，奢侈品的概念在这些新的奢侈品环境中被颠覆了。具体而言，调查结果挑战了传统的所有权作为奢侈品的终极形式，并展示了新的奢侈品消费形式所反映的时间性的吸引力。出现了两种类型的共享——同步和顺序共享——每一种都有自己的挑战和机遇。研究结果确定了价值享乐主义、享乐主义利己主义和享乐升级作为此类消费的驱动因素，从而有助于更深入地了解新奢侈品消费形式中享乐主义的复杂性质。这项研究在实证上支持更具包容性、更少精英主义的奢侈品概念化，并讨论了对奢侈品牌的影响。