Abstract
The second-hand luxury market in China has experienced substantial growth, primarily driven by Generation Y’s engagement with online platforms. Despite this expansion, it faces significant trust erosion due to fraud and counterfeit concerns, underscoring the need to explore the external and internal factors influencing the second-hand luxury market. In response, this study presents a conceptual model based on the Theory of Planned Behavior and Self-Determination Theory to examine the extrinsic and intrinsic motivational factors influencing online second-hand luxury purchases on the Xianyu app. Analyzing 816 data samples via SPSS and PLS-SEM, the findings indicate that the willingness to purchase second-hand luxury is positively influenced by perceived behavioral control, attitude, and reference group influence. Extrinsic factors enhance perceived behavioral control, while intrinsic factors, except for critical motivations, are positively influenced by reference groups. This study provides valuable academic insights and practical guidance, enabling Asian businesses to better understand and effectively promote second-hand luxury purchases.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call