Chinese Consumer Attitudes Towards Second-Hand Luxury Fashion and How Social Media eWoM Affects Decision-Making

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Abstract

This chapter explores Chinese consumers’ attitudes towards second-hand luxury fashion and how social media eWoM (electronic word-of-mouth) affects decision-making. Interviews were conducted with 24 Chinese consumers aged 18–35. Findings revealed that price, symbolic value/status, uniqueness, re-sale value and sustainability were reasons for purchasing second-hand luxury fashion. Doubts over authenticity, hygiene, traceability and wear caused unfavourable attitudes towards second-hand luxury fashion. Participants were wary of the credibility of eWoM on social media; the likelihood of impulse purchasing diminished the more eWoM there was. This suggests there may be regional and cultural differences regarding attitudes towards second-hand luxury fashion with more fears about counterfeiting amongst Chinese consumers.

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Boardman, R., Zhou, Y., & Guo, Y. (2022). Chinese Consumer Attitudes Towards Second-Hand Luxury Fashion and How Social Media eWoM Affects Decision-Making. In Palgrave Advances in Luxury (pp. 241–269). Springer Nature. https://doi.org/10.1007/978-3-031-06928-4_12

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