Does perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers

Abstract

Purpose This study aims to investigate the influence of perceived risk, including financial, functional, aesthetic, sanitary, psychological and social risks, on the intention to purchase second-hand clothing (SHC) between SHC consumers and non-SHC consumers based on perceived risk theory. Design/methodology/approach A total of 290 responses were collected, with 110 from SHC consumers and 180 from non-SHC consumers. Partial least squares structural equation modelling was used to validate the hypotheses. Additionally, a permutation test and multigroup analysis (MGA) were performed. Findings The findings indicate that different types of risk have varying effects on both SHC and non-SHC consumers’ intention to purchase SHC. In particular, financial, aesthetic and social risks are found to be significant predictors of purchase intention for SHC consumers. By contrast, sanitary and psychological risks are significant predictors of purchase intention for non-SHC consumers. Furthermore, the MGA results indicate a significant difference between SHC consumers and non-SHC consumers in the relationship between financial risk, social risk and purchase intention. Originality/value To the best of the authors’ knowledge, this is the first study to examine the effects of different types of risk on the intention to purchase SHC in both SHC and non-SHC consumers. The findings will provide practitioners with practical insights for developing more effective strategies to target these two distinct consumer groups.

Negative and positive contamination in secondhand fashion consumption: does culture matter?

“…, 2023; Yang and Lee, 2022). Specifically, cleaning of clothing on secondhand clothing-sharing platforms has emerged as significant negative factors that affect consumer attitude when using the platforms (Koay et al. , 2023; Xu et al.…”

“…B2C companies typically take responsibility for these processes, whereas C2C platforms largely leave them to sellers (Kim and Jin, 2021). The concerns regarding sanitation have been shown to influence consumer's adoption of secondhand clothing and shared services (Koay et al, 2023;Yang and Lee, 2022). Specifically, cleaning of clothing on secondhand clothing-sharing platforms has emerged as significant…”

“…negative factors that affect consumer attitude when using the platforms (Koay et al, 2023;Xu et al, 2022). Many B2C sharing platforms started to emphasize professional cleaning and disinfection procedures, reassuring consumers about the hygiene and safety of the clothing available (Lee et al, 2021;Park and Armstrong, 2019;Xu et al, 2022).…”

Perceived risk and digital piracy: a moderated-moderation model

“…Financial risk is widely recognised as the most significant factor among other risk factors that influence consumers’ decision-making processes (Quan et al , 2022). Several studies found that financial risk plays a determining role in consumers’ purchase decisions (Pillai et al , 2022; Koay et al , 2023a). Moreover, the impact of a specific risk on consumers’ behavioural intentions could be enhanced in the presence of other types of risk (Koay et al , 2023b).…”

“…Several studies found that financial risk plays a determining role in consumers’ purchase decisions (Pillai et al , 2022; Koay et al , 2023a). Moreover, the impact of a specific risk on consumers’ behavioural intentions could be enhanced in the presence of other types of risk (Koay et al , 2023b). Thus, it is argued that financial risk alone may not be sufficient to deter consumers from engaging in digital piracy because the benefits may outweigh the negative consequences.…”