지각된 소비가치가 중고의류 구매의도에 미치는 영향: 충동구매 성향과 노스탤지아 성향의 조절효과

초록

Retro-style and vintage have become a trend, affecting consumers' consumption habits. The current second-hand goods market is over 20 trillion won, and various types of trading channels are also being created. Since the largest proportion of items in the used product market is "second-hand clothes," the study studied how the perceived consumption value given to second-hand goods by consumers to secondhand clothes affects their intention to purchase them. The goal of the study is to verify the regulatory relationship role of the personal characteristics of emotional, functional, rare, social, and environmental values, which are five factors of perceived consumption value. According to a survey of consumers who have purchased second-hand clothes and analyzed it, the intention of purchasing used clothing had a positive effect on the perceived consumption value, emotional, rare, social, and environmental values. It was also confirmed that impulsive buying tendency had a moderating effect on rare values and that nostalgia tendency had a moderating effect on emotional values.

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