Digitalising a Second-Chance of Fashion: An Empirical Study on What Drives Consumers to Repurchase Second-Hand Fashion on Peer-to-Peer Platforms

Sammanfattning: Thesis purpose: The current study examines the association between seven variables: environmental sustainability, perceived functionality, social influence, price value, hedonic motivation, uniqueness, and technology habit with the purchase of second-hand clothing on peer-to-peer platforms on a regular basis. Theoretical perspective: Venkatesh, Thong and Xu’s (2012) Extended Unified Theory of Acceptance and Use of Technology was used. Furthermore, studies in consumer behaviour, platforms, second-hand consumption and peer-to-peer platforms served as a foundation for hypothesis formation and data analysis. Different ideas from the literature of second-hand consumption on peer-to-peer platforms are translated into the equivalent constructs in the modified UTAUT2 model via the hypotheses. Methodology: A quantitative research methodology was used to investigate the correlations between the constructs and repetitive use behaviour. In addition, a multiple linear regression analysis was used to test the formulated conceptual framework using a deductive approach. Empirical data: Responses were collected through non-probability sampling and a web-based questionnaire (n=141). Findings: The study indicated that perceived functionality, social influence, and hedonic motivation have a positive relationship with the repetitive use behaviour of buying second-hand fashion on peer-to-peer platforms. However, environmental sustainability, price value, uniqueness and habit were not significant. Furthermore, additional analysis revealed that uniqueness showed significance in a curvilinear regression. Implications (Theoretical/Practical): In contrast to previous research, this study finds that not all variables are significant in predicting repurchasing of second-hand fashion on peer-to-peer platforms. The insights add to the literature on consumer behaviour and platform research and provide valuable assistance for companies and society in what drives consumers to increase the frequency of consumption.