A Study on Chinese Female Consumers’ Purchase of Second-Hand Fashion Luxury

Abstract

China is attracting attention as an emerging luxury fashion consumption market, receiving a favorable evaluation of its potential demand for second-hand fashion luxuries. This study examined the influence of the properties of second-hand fashion luxuries and consumer confidence on the perceived benefits and risks and purchase intentions. The empirical study was conducted on 512 females in Shanghai who had fashion luxury consumption experiences and the data was analyzed using SPSS 23.0. The collection value and consumer confidence in second-hand fashion luxuries significantly positively af- fected their perceived benefit, whereas the collection value and signs of use significantly positively af- fected their perceived risk. The perceived benefits positively affected purchase intention whereas the per- ceived risk had a significant negative effect. Finally, signs of use negatively affected purchase intention by partially mediating the perceived risk and the collection value had a significant offsetting effect on purchase intention by partially mediating both the perceived benefits and risks. Consumer confidence pos- itively affected purchase intention by partially mediating the perceived benefits. The practical implications derived from this study will serve as foundation for second-hand fashion luxury companies in China to establish efficient marketing strategies and generate higher profits.