사회적 불안감, 체면 민감성, 친환경 소비, 경험 소비성향, 물질 소비성향이 중고명품소비지속의도에 미치는 영향: 중고거래가치추구의 경제성과 희소성을 중심으로

초록

Purpose: He second-hand luxury market has increasingly diversified and has been expanding in these days. As the second-hand luxury market is activated, consumers want to purchase meaningful and high value second-hand luxury goods. The study is to find out the important value when consumers think of the second-hand luxury market and examine what factors influence the value in the second-hand luxury market. Research design, data, and methodology: Total 324 respondents were collected through the online survey targeting men and women aged 20–69 who had purchased second-hand luxury goods at least once. Data were analyzed by using a structural equation model. Results: As a result, consumers consider scarcity as an important value as well as economic value in continuing second-hand transactions. First, the study found that the propensity to consume experiences and the propensity to consume materials were positively related with the economic value. Second, scarcity value was influenced by social anxiety, face sensitivity (–), eco-friendly consumption, propensity to consume experiences, and propensity to consume materials. Third, the study examined the mediating effects of scarcity value between antecedent variables (social anxiety, face sensitivity, eco-friendly consumption, experiential consumption propensity, and material consumption propensity) and consequences variable (the intention to continue consumption). The hypothesis testing results of this study are shown in <Table 6>. Conclusions: This study has shown that consumers of second-hand luxury goods purse the value of scarcity to express their individuality. In addition, eco-friendly consumption, material consumption propensity, and experiential consumption propensity are all related to the continued consumption of second-hand luxury goods. Therefore, assortment of rare second-hand luxury products and selection of second-hand luxury goods are necessary for continued consumption of second-hand luxury goods.

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