Liu, H (2025) Investigating Pre-Loved Luxury Fashion Consumption: Evidence from the Chinese Consumers. Doctoral thesis, Liverpool John Moores University.

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Abstract

This thesis investigates the burgeoning market of pre-loved luxury fashion in China, exploring the motivations and preferences of Chinese consumers. The research is propelled by the noticeable shift towards sustainable consumption and the growing appeal of unique, high-quality pre-owned luxury items. The study addresses a gap in existing literature, which predominantly focuses on Western markets and employs qualitative methodologies. By adopting a mixed methods approach, combining both quantitative surveys (n=438) and qualitative interviews (n=21), the research aims to provide a comprehensive understanding of the factors driving consumer behaviour in this sector. The quantitative component measured broader trends and correlations in consumer attitudes and behaviours, while the qualitative component offered rich contextual insights into the nuanced and subjective aspects of consumer motivations. The study offers several theoretical implications for understanding pre-loved luxury fashion consumption in the Chinese context, particularly as an emerging market, including an expanded understanding of consumer behaviour and the integration of sustainability into luxury consumption. Specifically, it addresses the lack of conceptual clarity in the literature by elucidating the relationships and conceptual linkages among pre-owned second-hand luxury, vintage luxury, and collectors’ luxury. Additionally, it expands the understanding of consumer motivations and channel preferences in the Chinese market by presenting a comprehensive framework that incorporates economic (fair price, resale value, good value for money), functional (uniqueness, originality, quality & condition, authenticity, practicality, brand service), individual (hedonic & recreational, treasure hunting, nostalgic pleasure, collection behaviour, aesthetics & design, need-based), and social (conspicuousness, sustainability & ethics, job-related needs, brand influence) motivations. The study highlights the importance of a multiple-channel retail strategy, aligning with consumer expectations for seamless online and offline shopping experiences to enhance customer trust and satisfaction. Additionally, this study sheds light on not-purchase motives, such as concerns about product authenticity, emphasising the need for robust verification processes to ensure genuine products. The research also examines post-purchase satisfaction, stressing the importance of overcoming purchase barriers and enhancing satisfaction to foster consumer retention and loyalty. Overall, this study provides a holistic view of pre-loved luxury fashion consumption, bridging gaps in the existing literature and informing future research and business practices in this evolving market segment.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Pre-Loved; Luxury Fashion; Consumption; China Market; Consumer Behaviour; Retailing
Subjects:	H Social Sciences > HF Commerce > HF5001 Business G Geography. Anthropology. Recreation > GT Manners and customs > GT500 Costume. Dress. Fashion
Divisions:	Business and Management (from Sep 19)
SWORD Depositor:	A Symplectic
Date Deposited:	06 Feb 2025 10:17
Last Modified:	06 Feb 2025 10:18
DOI or ID number:	10.24377/LJMU.t.00025491
Supervisors:	Bai, H, Fillis, I and Kostopoulos, I
URI:	https://researchonline.ljmu.ac.uk/id/eprint/25491

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