Motivational Factors behind Second-hand Luxury Fashion Purchasing of Chinese ConsumersTools Wu, Minjie (2020) Motivational Factors behind Second-hand Luxury Fashion Purchasing of Chinese Consumers. [Dissertation (University of Nottingham only)]
AbstractSecond-hand luxury market has been undergoing a makeover, and the consumption concepts have been redefined during recent years. The rapid market growth has shown increasing recognition of the new trend, indicating tremendous potential underlying the emerging market. With the growing interest in the alternative consumption patterns of conventional retailing, the insights into the motivations that drive Chinese consumers to purchase the pre-loved luxury will constitute a meaningful research. In the previous research, Roux and Guiot (2010) proposed a scale, consisting of hedonic, economic and critical motivations. In addition to those, I identified another motivation of symbolic social value that features Chinese market. Therefore, the goal is to examine the four variables in Chinese secondary luxury market and the main field is fashion goods. The initial literature review focused on the theoretical framework, which lay a foundation for the study. After defining the concept, I moved on to the four motivations in different contexts. Then, with the instrument of self-completion questionnaires, the primary quantitative data was gathered from 184 respondents who had purchased the secondary luxury items before. The findings revealed that in the Chinese market, the hedonic, recreational and critical motivations could exert a positive relationship on the purchasing decisions, whereas the economic incentive had no impact. Based on the conclusion, I also presented several of research implications and managerial implications. In terms of research contributions, it can supplement the research gap and contribute to underdeveloped studies exploring the emerging Chinese market. Besides, second-hand retailers were provided with some marketing strategies to exploit the identified motivations and expand the customer base. In the last place, the research concluded with some limitations and suggestions for further research.
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