Objectives: In view of growing interest in alternative retail channels and critiques of conventional consumer behaviour, this study aims to explore motivations underlying second-hand shopping, to categorize different types of second-hand shoppers and to describe implications for both research and retailing strategies (Guiot and Roux, 2010; Williams and Paddock, 2003). Structure: The paper is structured as follows: (1) analysis of existing literature on second-hand shopping behaviour concept and its elements; (2) development of a conceptual model; (3) identification and exploration of the factor structure (motivations) and related cluster segments based on these motivations, and the link to second-hand shoppers’ intention and behaviour. The study sample included male and female of ages eighteen and older. A total of 250 interviews were conducted in the winter of 2011; (4) results’ discussion with reference to retailing implications and further research steps. Results: Based on the resulting factor structure and cluster analysis, we identified different types of second-hand shoppers who can be distinguished along their intentions and motivations: austere critical austere; selfish hedonists; careless collectors. Conclusions: The results show and confirm that critical consumption (Iyer e Muncy, 2009), although established in recent times, is not tied exclusively to the economic crisis, but to the crisis of traditional patterns of consumption and to a kind of consumer reaction against the conventional system (Bardhi e Arnould, 2005). The better understanding of the phenomenon of second-hand shopping is valuable to both researchers and marketers. In sum, we highlight some motivations only marginally considered in the literature as the critical one and the one about collecting. Moreover, the analysis shows that second-hand shopping should not be considered a fad, but a new market, prospering and expanding, which will strengthen more and more in the future. Retail firms should, therefore, learn to manage and govern this market, especially in certain product categories and customer segments.
Obiettivi: Lo studio, effettuato in considerazione del crescente interesse dei consumatori per i canali distributivi alternativi, propone l’analisi delle motivazioni d’acquisto di prodotti usati ed individua alcuni segmenti di domanda e le possibili ripercussioni per il retail tradizionale (Guiot e Roux, 2010; Williams e Paddock, 2003). Struttura: Il paper è strutturato come segue: (1) definizione del concetto di second-hand shopping ed analisi della letteratura; (2) costruzione di un modello concettuale che tenga conto dell’aspetto multidimensionale del fenomeno e definito anche sulla base di alcune interviste in profondità a rivenditori di prodotti usati; (3) identificazione ed analisi della struttura fattoriale e dei collegati segmenti di domanda in relazione ai giudizi espressi da un campione di 250 secondhand shopper, intervistati tra febbraio e marzo del 2011; (4) risultati e conclusioni, implicazioni manageriali per i distributori ed indicazioni per future ricerche. Risultati: Sulla base della risultante struttura fattoriale e di un’analisi cluster sono individuate quattro motivazioni principali per l’acquisto di prodotti di seconda mano (la motivazione edonistica, quella critica; quella basata sul collezionismo; quella economica) e tre gruppi di acquirenti: critici non gaudenti; edonisti egoisti; collezionisti incuranti. Conclusioni: I risultati ottenuti mostrano e confermano che alcuni fenomeni di cd. consumo critico (Iyer e Muncy, 2009), sebbene affermatisi negli ultimi tempi non sono da legare esclusivamente alla crisi economica, ma in misura crescente alla crisi dei modelli tradizionali di consumo e ad una sorta di reazione del consumatore nei confronti del sistema tradizionale (Bardhi e Arnould, 2005). La migliore comprensione del fenomeno dello shopping di prodotti di seconda mano è utile tanto dal punto di vista teorico che dal punto di vista pratico. In particolare, dal punto di vista teorico, si evidenziano alcune motivazioni, solo in parte considerate in letteratura come quella critica o basata sul collezionismo (Belk, 1995). Dal punto di vista delle imprese distributive, si evidenzia come il fenomeno dell’usato non debba essere considerato una moda passeggera, bensì un nuovo mercato, florido ed in espansione, il quale si consoliderà sempre più in futuro e che rischia di impattare consistentemente sul conto economico delle imprese commerciali. Quest’ultime dovrebbero pertanto imparare a gestire e governare tale business, soprattutto in particolari categorie di prodotti e per specifici segmenti di clientela.
Second-hand shopping. Motivazioni d’acquisto e implicazioni per la distribuzione
GALVAGNO, MARCO
2012-01-01
Abstract
Objectives: In view of growing interest in alternative retail channels and critiques of conventional consumer behaviour, this study aims to explore motivations underlying second-hand shopping, to categorize different types of second-hand shoppers and to describe implications for both research and retailing strategies (Guiot and Roux, 2010; Williams and Paddock, 2003). Structure: The paper is structured as follows: (1) analysis of existing literature on second-hand shopping behaviour concept and its elements; (2) development of a conceptual model; (3) identification and exploration of the factor structure (motivations) and related cluster segments based on these motivations, and the link to second-hand shoppers’ intention and behaviour. The study sample included male and female of ages eighteen and older. A total of 250 interviews were conducted in the winter of 2011; (4) results’ discussion with reference to retailing implications and further research steps. Results: Based on the resulting factor structure and cluster analysis, we identified different types of second-hand shoppers who can be distinguished along their intentions and motivations: austere critical austere; selfish hedonists; careless collectors. Conclusions: The results show and confirm that critical consumption (Iyer e Muncy, 2009), although established in recent times, is not tied exclusively to the economic crisis, but to the crisis of traditional patterns of consumption and to a kind of consumer reaction against the conventional system (Bardhi e Arnould, 2005). The better understanding of the phenomenon of second-hand shopping is valuable to both researchers and marketers. In sum, we highlight some motivations only marginally considered in the literature as the critical one and the one about collecting. Moreover, the analysis shows that second-hand shopping should not be considered a fad, but a new market, prospering and expanding, which will strengthen more and more in the future. Retail firms should, therefore, learn to manage and govern this market, especially in certain product categories and customer segments.File | Dimensione | Formato | |
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