Abstract
Since e-commerce has revitalized recently in the form of live commerce and Instagram shopping, both purchase and sales have become promoted among consumers while reselling has been facilitated in second-hand item markets and among consumers. Particularly, the new trend of consuming products, rather than merely owning products, has become a mainstream factor in the market. Accordingly, consumers show extraordinary consumption, focusing on the act of purchasing limited edition products of high scarcity and placing more importance on one-off experience rather than ordinary new products or premium products. This study suggests critical factors that facilitate the reselling of limited edition products among consumers for the purpose of examining the consumer reselling of limited edition products, which has been a rapidly growing trend in the fashion market. Based on relevant studies, this research presents four basic factor areas: personal needs, value, experience, and environment. It also defines 20 sub-factors and analyzes the weight of each factor by means of the AHP method. In conclusion, it turned out that factors of personal needs were of the most significant influence. Particularly, it was verified that the need for joining was the most critical factor facilitating consumers’ reselling of limited edition products.
Highlights
That the transition in consumption patterns and distribution channels is accelerating from offline to online due to COVID-19, the market for secondhand articles is growing rapidly
The application of Saaty’s Analytic Hierarchy Porcess (AHP) has some shortcomings as follows (Saaty, 1998): (1) the AHP method is mainly used in nearly crisp decision applications, (2) the AHP method creates and deals with a very unbalanced scale of judgment, (3) the AHP method does not take into account the uncertainty associated with the mapping of one’s judgment to a number, (4) the ranking of the AHP method is rather imprecise, (5) the subjective judgment, selection, and preference of decision makers have great influence on the Sustainability 2020, 12, 8181
It turned out that consumers practiced the reselling of limited edition products mainly due to personal needs rather than due to environment
Summary
That the transition in consumption patterns and distribution channels is accelerating from offline to online due to COVID-19, the market for secondhand articles is growing rapidly. According to a U.S secondhand clothing company named “thredUP,” traditional secondhand trades and donations reported an estimated average annual growth rate of 6% from USD (US Dollar) 21 billion in 2019 to USD 28 billion in 2024. In contrast, the average annual growth rate is estimated to be 36% from USD 7 billion in 2019 to USD 36 billion in 2024. It is expected that, by 2029, the market scale of fast fashion will exceed USD billion and reach USD billion. In the market of sneaker reselling, where teenagers and 20s people are the main market participants, the market scale is expected to increase from USD 2 billion in 2019 to USD 6 billion by 2025 [1]
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