Wise consumer choices in online secondhand luxury (OSHL) shopping: An integrated model of motivations, attitudes, and purchase intentions for OSHL as wise, conspicuous, and sustainable consumption

This study investigates the attitudes and key purchase determinants of online second-hand luxury (OSHL) consumption among Chinese consumers using a mixed-methodological approach across two studies. In Study 1, we applied thematic analysis to informants' narratives about SHL from the Chinese Q&A platform Zhihu. From this analysis, we discovered three distinct attitude dimensions toward OSHL consumption among Chinese consumers: their perceptions of OSHL consumption as wise, conspicuous, and sustainable. Additionally, we identified the key motivational drivers influencing Chinese consumers' OSHL consumption. This encompassed the combination of four product attributes, three personal values, and two online platform features, all of which constituted the purchase determinants shaping Chinese consumers’ positive attitudes toward OSHL consumption. In Study 2, we empirically tested our qualitative findings, demonstrating the key relations between product-, consumer-, and channel-related factors, and OSHL as wise, conspicuous, and sustainable consumption, which subsequently influenced repurchase intention. Further, we proposed and examined income as a potential moderator in the mechanisms of OSHL as a combination of wise, conspicuous, and sustainable consumption. Our study fills critical gaps in the OSHL literature and provides meaningful insights to OSHL marketers who wish to increase online sales and engage with Chinese consumers more effectively in the digital marketplace.