二手时尚平台的顾客旅程研究:对奢侈品牌管理的启示

IF 4.4 3区 管理学 Q2 BUSINESS
Gabriele Murtas, Giuseppe Pedeliento
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引用次数: 0

摘要

消费者越来越关注环境,促使时尚消费发生转变,推动了二手市场的显著增长。在过去的十年里,这一趋势催生了大量致力于转售二手时尚单品的在线平台。由于消费者可以通过二手平台以合理的价格轻松购买奢侈品,这些间接渠道的迅速扩张有可能进一步重新定义消费者体验和购买奢侈品的方式,从而大大促进奢侈品的民主化。虽然学术界对二手奢侈品的兴趣最近激增,但目前的研究忽视了消费者从这些渠道购买时的体验。我们的研究旨在通过深入研究消费者在这些市场中的旅程,揭示他们在购买二手奢侈品时的经历、看法和决策过程,来填补这一空白。对最近通过这些平台购买二手奢侈品的老牌奢侈品消费者进行了24次深度访谈。客户体验和旅程框架被应用为一个理论视角来理解这种互动。调查结果显示,消费者被奢侈品无穷无尽的可用性和比较不同商品的机会所吸引。尽管如此,对品牌稀释、假冒以及缺乏受欢迎的奢侈品体验的担忧,在消费者的旅程中构成了重大挑战。这项研究通过揭示这些平台中错综复杂的客户体验,为新兴的二手奢侈品领域做出了贡献。文章最后提出了一些管理见解,旨在帮助奢侈品牌经理在二手平台蓬勃发展的市场环境中制定战略和战术。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Investigating the Customer Journey in Second-Hand Fashion Platforms: Implications for Luxury Brand Management

Investigating the Customer Journey in Second-Hand Fashion Platforms: Implications for Luxury Brand Management

Consumers' increasing environmental concerns are prompting a shift in fashion consumption, fueling the remarkable growth of the second-hand market. Over the last decade, this trend has spurred the emergence of a plethora of online platforms dedicated to the resale of pre-loved fashion items. As consumers can easily access luxury garments at affordable prices through second-hand platforms, the rapid expansion of these indirect channels holds the potential to further redefine how consumers experience and access luxury, significantly contributing to its democratization. While scholarly interest in second-hand luxury has recently surged, current research has overlooked the experience consumers live when purchasing from such channels. Our research aims to fill this gap by delving into the customers' journey within these marketplaces, unraveling their experiences, perceptions, and decision-making processes when purchasing second-hand luxury. Twenty-four in-depth interviews with established luxury consumers who have recently purchased second-hand luxury items through these platforms were conducted. The customer experience and journey framework was applied as a theoretical lens to make sense of such interactions. The findings reveal that consumers are drawn by the perceived endless availability of luxury items and the opportunity to compare different listings. Still, concerns over brand dilution, counterfeiting, and the absence of a sought-after luxury experience pose significant challenges during the customer journey. This research contributes to the emerging field of second-hand luxury by shedding light on the intricacies of the customer experience within these platforms. The article concludes with managerial insights aimed at assisting luxury brand managers in developing strategies and tactics in a market environment where second-hand platforms are gaining momentum.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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