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Aycock Murphy,Cho Eunjoo,Kim Kyuree 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.3
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 con- sumers’ 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 hypoth- eses 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 influ- ences young adult consumers’ willingness to recommend and pur- chase intentions. The results reveal that fashion motivation indirectly influences willingness to recommend and purchase inten- tions 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.