“I like to buy pre-owned luxury fashion products”: Understanding online second-hand luxury fashion shopping motivations and perceived value of young adult consumers
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引用次数: 3
Abstract
ABSTRACT The second-hand luxury fashion market has continued to gain popularity in the past decade. Many luxury fashion retailers have been pursuing ways to get involved in the second-hand goods market. However, little is known about what drives consumers to shop at online second-hand luxury fashion stores. This study applied the uses and gratification and mental accounting theory to develop a theoretical framework investigating young adult consumers’ motivations and the perceived value that lead to their willingness to recommend and purchase intentions toward online second-hand luxury fashion retailers. This study collected data via an online survey and analyzed 190 samples to test hypotheses using structural equation modeling. The results indicate that critical and fashion motivations positively influence perceived value for shopping at online second-hand luxury fashion retailers among young adult consumers. The perceived value significantly influences young adult consumers’ willingness to recommend and purchase intentions. The results reveal that fashion motivation indirectly influences willingness to recommend and purchase intentions via perceived value. The findings provide empirical evidence of the importance of perceived value for young adult second-hand luxury shoppers. Managerial implications offer insights on how to appeal to these consumers to recommend and purchase second-hand luxury fashion products from online retailers.
期刊介绍:
The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.