As the online market for second-hand luxury products experiences rapid growth, the luxury sector is undergoing a significant transformation. Given that millennials and Generation Z are the primary consumers of luxury goods and that they prioritize second-hand purchases because they are more ecologically conscientious, it becomes crucial to comprehend the motivations driving their purchases. However, there is a dearth of studies that particularly examine second-hand luxury goods purchased online. Indeed, most of the research already available analyzes the motivations behind the purchase of first-hand luxury goods. Hence, the objective of this study is to explore the consumer motivations behind online purchases of used luxury goods, with a focus on millennial and Gen Z customers in particular. Moreover, there is a scarcity of cross-cultural analyses focusing on the motivations behind purchasing second-hand products. The current study aims to examine the possible cultural differences between Belgium and Italy in this regard. The framework of this study encompasses the analysis of eight motivations, including economic, status-seeking, critical evaluation, values, the consumer's need for uniqueness, perceived risk, engagement in sustainable consumption, and recreational motivation, and their influence on purchase intention towards online second-hand luxury goods. The results were generally consistent with the various studies outlined in the literature review, although two variables examined did not show enough significance to validate the hypotheses regarding the purchase intention of second-hand luxury products. Hypotheses related to values associated with luxury products and the consumer's need for uniqueness motivation were rejected during the analysis of the binary logistic regression. Additionally, the scale measuring economic motivation proved to be unreliable and had to be eliminated from the study. Finally, the variable “country” emerged as a moderator between certain motivations and purchase intention, specifically status-seeking and nostalgia.
Il mercato online dei prodotti di lusso di seconda mano sta vivendo una rapida crescita che sembra portare ad una trasformazione significativa nel settore del lusso. Questo fenomeno è guidato principalmente dai “millennials” e dalla “Generazione Z”, i quali sono i principali consumatori di beni di lusso e dimostrano una maggiore consapevolezza ambientale. Pertanto, è rilevante comprendere le motivazioni che spingono questi consumatori ad acquistare prodotti di lusso di seconda mano online. Nonostante la ricerca in questo campo sia ancora limitata, con studi precedenti che si sono concentrati principalmente sulle motivazioni legate ai nuovi articoli di moda di lusso. L'obiettivo di questo studio è proprio quello di esplorare le motivazioni dei consumatori che guidano l'acquisto online di prodotti di lusso di seconda mano, con particolare enfasi sui consumatori millennial e della Generazione Z. Nello studio sono state prese in considerazione otto motivazioni, tra cui fattori economici, ricerca di status, valutazione critica, valori, necessità del consumatore di essere unico, percezione del rischio, impegno nel consumo sostenibile e motivazioni ricreative. Lo scopo era quello di analizzare l’impatto di queste motivazioni sull'intenzione di acquisto dei prodotti di lusso di seconda mano online. I risultati dello studio sono in linea con la letteratura esistente, sebbene due variabili non abbiano mostrato un'influenza significativa sull'intenzione di acquisto. Inoltre, è emerso che la variabile "paese" svolge un ruolo moderatore, in particolare per le motivazioni legate alla ricerca di status e alla nostalgia.
Cross-cultural analysis of consumers' motivations to purchase online second-hand luxury fashion goods.
SPIRLET, LAURIE CRISTINA S.
2022/2023
Abstract
As the online market for second-hand luxury products experiences rapid growth, the luxury sector is undergoing a significant transformation. Given that millennials and Generation Z are the primary consumers of luxury goods and that they prioritize second-hand purchases because they are more ecologically conscientious, it becomes crucial to comprehend the motivations driving their purchases. However, there is a dearth of studies that particularly examine second-hand luxury goods purchased online. Indeed, most of the research already available analyzes the motivations behind the purchase of first-hand luxury goods. Hence, the objective of this study is to explore the consumer motivations behind online purchases of used luxury goods, with a focus on millennial and Gen Z customers in particular. Moreover, there is a scarcity of cross-cultural analyses focusing on the motivations behind purchasing second-hand products. The current study aims to examine the possible cultural differences between Belgium and Italy in this regard. The framework of this study encompasses the analysis of eight motivations, including economic, status-seeking, critical evaluation, values, the consumer's need for uniqueness, perceived risk, engagement in sustainable consumption, and recreational motivation, and their influence on purchase intention towards online second-hand luxury goods. The results were generally consistent with the various studies outlined in the literature review, although two variables examined did not show enough significance to validate the hypotheses regarding the purchase intention of second-hand luxury products. Hypotheses related to values associated with luxury products and the consumer's need for uniqueness motivation were rejected during the analysis of the binary logistic regression. Additionally, the scale measuring economic motivation proved to be unreliable and had to be eliminated from the study. Finally, the variable “country” emerged as a moderator between certain motivations and purchase intention, specifically status-seeking and nostalgia.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/2906