| Abstract |
| This study intends to present a way to improve second-hand markets for luxury goods in future by studying the consumption behaviors of consumers using second-hand luxury goods and examine the importance of second-hand luxury goods markets that are becoming popular recently. The study was conducted on 17 consumers with experience in purchasing or selling second-hand luxury goods and used contents analysis techniques based on recordings. The results of in depth survey on purchasers and sellers of second-hand luxury goods are as follows. First, the purchase motives were an affordable price, trends, practicality, and ostentation. In the meanwhile, sales motives were trends, practicality, cashable, change of mind, and suitability. Second, goods were sold at Fill-way, personal cafe or blogs for online, personal second hand shops for off-line and franchise stores like Gugus, Koibito for on-off line as for places for purchasing, selling second-hand luxury goods. Louis Vuitton was the most preferred brand and both purchasers and sellers preferred bags. Third, variables such as fake goods, and renting luxury goods were related with consumption behaviors when consuming second-hand luxury goods. Fourth, as for the processes of purchasing and selling second-hand luxury goods from on-off line, the processes were different depending on whether the transactions were done online, offline, on-off line or direct dealing. Lastly, purchasers regarded sympathy and showing off highly while sellers regarded trends highly in terms of marketing strategies according to the characteristics of sellers and buyers of second-hand luxury goods. Purchasers regarded cheap price and status of products highly when purchasing goods and these affected satisfaction. Sellers regarded fees and price setting highly according to the life of products. Therefore, marketing strategies for sellers and purchasers were proposed according to the methods of transacting on-line, and off-line, direct dealings. |
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| Key Words |
| 중고명품, 구매동기, 판매동기, 중고명품 거래방식, Second-hand luxury goods, purchase motives, selling motives, transaction of second-hand luxury goods |
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