한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제26권2호
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  • Pages.166-178
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  • 2024
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  • 1229-2060(pISSN)
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  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
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중고 거래 플랫폼 혜택이 신뢰, 태도 및 사용의도에 미치는 영향 - 패션 상품 거래를 중심으로 -

Impact of Second-hand Trading Platform Benefits on Trust, Attitude, and Usage intention - A Focus on Fashion Product Transactions -

  • 강유진 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Youjin Kang (Dept. of Fashion Industry, Ewha Womans University) ;
  • Minjung Park (Dept. of Fashion Industry, Ewha Womans University)
  • 투고 : 2023.12.26
  • 심사 : 2024.04.12
  • 발행 : 2024.04.29
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⟨ 이전 논문 다음 논문 ⟩

초록

Second-hand trading platforms have emerged as a major transaction method among people, and are particularly quite popular with the MZ Generation (Millennial + Generation Z). These generations are more open to transactions through such platforms. Understanding and analyzing these platforms from the perspective of their primary users can help businesses establish effective marketing strategies and attract new customers. This study examines the effect of second-hand trading platforms on usage intention by dividing the benefits into functional, economic, environmental, social, and hedonic categories for MZ generation consumers who have traded fashion products on such platforms. In addition, it explores how differences in fashion leadership affect the relationship between platform benefits, trust, and attitude. A total of 400 participants were analyzed using IBM SPSS Statistics 26.0 and IBM AMOS 24.0. The results indicate that the benefits of second-hand trading platforms have a significant impact on trust in and attitude toward these platforms. Furthermore, the effect of platform benefits on consumer responses varied based on the extent of fashion leadership. This study provides practical insights for developing marketing strategies for second-hand transaction platforms and underscores the academic significance of studying consumer behavior in a second-hand fashion markets.

키워드

과제정보

이 논문 또는 저서는 2021년 대한민국 교육부와 한국연구재단의 일반공동연구지원사업의 지원을 받아 수행된 연구임 (NRF-2021S1A5A2A03071538)

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