School of Engineering, Sichuan Normal University, Chengdu, P.R. China.
Department of Arts, Science, and Technology, Sichuan Normal University, Chengdu, P.R. China.
PLoS One. 2024 Jun 5;19(6):e0304967. doi: 10.1371/journal.pone.0304967. eCollection 2024.
Second-hand luxury goods feature both characteristics of luxury products like perceived value including social, emotional, and quality value, and second-hand goods like price-performance ratio. Enlarging the second-hand luxury market is of significance to protect the environment and save rare and valuable natural resources, and thus investigating the determinants of purchase intention is meaningful. From the perspective of the psychology of consumers, the influence of factors related to consumers (recycling awareness, subjective norms, attitudes, perceived behavioral control) and products (perceived value, price-performance ratio) on the intention to buy second-hand luxury goods is explored in this study through an online survey with Chinese consumers as a sample. The results are analyzed using the structural equation model (SEM) and show that consumers' attitudes, perceived behavioral control, and recycling awareness will promote the intention of purchasing second-hand luxury goods, and the perceived value and price-performance ratio of second-hand luxury goods also have a positive impact on the purchase intention. However, there is no significant relationship between subjective norms and purchase intention. In addition, this study also explores the interrelationship between constructs and draws corresponding conclusions, providing references for the subsequent development of the second-hand luxury market.
二手奢侈品兼具奢侈品的特点，如感知价值（包括社会、情感和质量价值）和二手商品的特点，如性价比。扩大二手奢侈品市场对于保护环境和节约稀有而有价值的自然资源具有重要意义，因此研究购买意愿的决定因素具有意义。本研究从消费者心理学的角度出发，通过对中国消费者进行在线调查，探讨了与消费者（回收意识、主观规范、态度、感知行为控制）和产品（感知价值、性价比）相关的因素对购买二手奢侈品意愿的影响。采用结构方程模型（SEM）进行分析，结果表明消费者的态度、感知行为控制和回收意识会促进购买二手奢侈品的意愿，二手奢侈品的感知价值和性价比也对购买意愿产生积极影响。然而，主观规范与购买意愿之间没有显著关系。此外，本研究还探讨了构念之间的相互关系，并得出了相应的结论，为二手奢侈品市场的后续发展提供了参考。
