The Study on Consumer in Second Hand Luxury Market

The purposes of this study were to review the management systems of internet web sites dealing with 'second hand luxury goods', examine purchasing motives and the level of satisfaction, and identify the differences of consumers' characteristics between purchasers and non-purchasers. 8 representative internet web sites were investigated. And 80 purchasers and 94 non-purchasers were surveyed using questionnaires. The data were analyzed using t-test and frequency analysis. The results were as followings: 1) Most purchasers of second hand luxury goods were women aged 20's. They used internet web sites to purchase real luxury goods more cheaply and were satisfied with their purchase behavior; 2) Both purchasers and non-purchasers of second hand luxury goods got high scores for the self-esteem and the propensity of materialism and conspicuous consumption which were above average. But both of them were less influenced by reference group; and 3) The propensity of materialism and the preference to name brands of purchasers were higher than those of non-purchasers.