Consumer Behavior

From Avoidance to Approach: Understanding Consumer Behavior toward Blockchain Technology for Second-hand Luxury Shopping

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Abstract

The second-hand luxury goods market has experienced remarkable growth, reaching €33 billion in 2021, driven by consumers engaging in online platforms. However, uncertainties about product attributes and seller credibility persist. This study examined the potential of blockchain technology (BT) to address these uncertainties, focusing on consumers' motivational orientations. Drawing on Uncertainty Reduction Theory and Regulatory Focus Theory, we propose and test a model examining how approach and avoidance orientations impact traceable information quality, online shopping uncertainty, and trust in BT-enabled platforms. Study results reveal that approach orientation positively influences traceable information quality and trust, while avoidance orientation heightens online shopping uncertainty. The study contributes to understanding the psychological mechanisms guiding consumer trust in BT for second-hand luxury goods, offering insights for retailers to enhance transparency and reduce uncertainties.

Keywords: Blockchain, Second-hand luxury, Fashion retail, Regulatory focus, Traceable information

How to Cite:

Swazan, I. & Youn, S., (2024) “From Avoidance to Approach: Understanding Consumer Behavior toward Blockchain Technology for Second-hand Luxury Shopping”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17363