Merchandising/Marketing/Retailing: Branding

Understanding Online Second-Hand Luxury Fashion Shopping Motivations and Perceived Value Among Young Adult Consumers

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Abstract

The purpose of this study is to examine young adult consumers’ motivations and perceived value toward online second-hand luxury fashion retailers, which lead to their behavioral intentions. In particular, this study focused on millennial and Gen Z consumers. The current study developed atheoretical framework based on Thaler’s (1985) mental accounting theory. The framework examined the impacts of five motivations— economic, critical, hedonic, fashion, status-seeking—on perceived value toward online second-hand luxury fashion retailers. This study collected data via an online survey and analyzed 190 samples to test hypotheses by using multiple regression analyses. The results of this study indicate that economic, critical, fashion, and status-seeking motivations positively influence perceived value. The findings highlight that fashion and critical motivations were much more important factors than the other two motivations for online second-hand luxury fashion purchases among young adult consumers. The perceived value significantly influences purchase intention toward online second-hand luxury fashion retailers. This study provides empirical evidence of the importance of perceived value for second-hand luxury shoppers.

Keywords: Gen Z, motivation, perceived value, purchase intention, online second-hand luxury fashion

How to Cite:

Aycock, M., Cho, E., Smith, a. & Woods, L., (2022) “Understanding Online Second-Hand Luxury Fashion Shopping Motivations and Perceived Value Among Young Adult Consumers”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13512