A Study on the Effects of Consumers' Perception and Purchasing Behavior for Second-Hand Luxury Goods by Perceived Value

Abstract

Finding insights into consumers’ perceptions and behavior regarding purchasing second-hand luxury goods could promote the vigorous and sound development of the second-hand luxury industry. The research objectives included: (1) probing into the relationship between consumers’ perceptions and purchase behavior regarding second-hand luxury goods; (2) discussing the current state and future trends of the market for second-hand luxury goods; (3) learning about consumers’ perceived value of second-hand luxury goods so that it can be applied to other types of commodities in the future to develop corresponding second-hand markets; and (4) analyzing the differences between factors that influence different types of consumers’ perceptions and purchase behavior regarding second-hand luxury goods and allowing second-hand dealers in the industry to use them as a reference. This study discussed relevant studies and theories on second-hand luxury goods, perceived value, and consumer behavior, and shed light on the follow-up research and development. It used the method of semi-structured expert interviews of the respondents. The outline of the expert interviews was created according to the current state and future development of the second-hand luxury market, consumer behaviors, and consumers’ perceived value of second-hand luxury goods. The content of the interviews was sampled, analyzed, and summarized according to the research scope to develop a questionnaire for consumers of the survey. Factor analysis was used to carry out statistical data analyses on the statistics converted from the collected questionnaire data. This study sorted out the main factors that consumers consider when purchasing second-hand luxury goods, and at the same time learned how consumers’ purchase behavior is shaped by a good’s perceived value. The factors under consideration included the purchase intention orientation, commodity quality orientation, market cycle orientation, consumption value orientation, individual condition orientation, and environmental sustainability orientation.