Research Symposium

BIO

I am a second-year student at FSU. I am from Cary, North Carolina. I was interested in this research project because I love high-end fashion and also shopping sustainably, so this project enabled me to explore my interests. After FSU, I plan to attend law school.

Optimizing M-commerce for Young Consumer Engagement with Second-Hand Luxury Goods Websites

Abstract

Despite the expanding pre-owned market for luxury goods among young consumers, little research exists to understand their perceptions and purchase intentions regarding secondhand luxury goods (SLG) platforms. This study aimed to understand young consumer perceptions and purchase intentions toward SLG platforms through M-commerce and provide actionable insights into marketing and consumer behavior strategies for entrepreneurs and start-ups in the SLG market. Through snowball sampling and in-depth Zoom interviews, 41 young consumers were interviewed to identify the main themes and understand their shopping behaviors on SLG websites. The study identified four key themes: brand value, trust, engagement, and social media. The results showed that a positive website experience, discounts, authenticity guarantees, product transparency, virtual try-on features, and various safety implementation methods would motivate them to buy off SLG websites over the source. In conclusion, for a start-up to have a successful SLG website tailored to younger consumers, it should prioritize features such as item authentication, clear return policies, detailed product information, filters for brand and price, and reputable reviews. They should also consider facilitating direct connection from their website to physical brick-and-mortar stores by incorporating social media platforms like TikTok and Instagram. Promoting the eco-friendly aspects of SLGs, such as waste reduction, could also appeal to young, eco-conscious consumers.

Keywords: second-hand luxury goods, e-commerce, m-commerce