Delve Into Bandwagon Effect on Second-Hand Luxury Products

This study explores the psychological, social, and economic factors influencing purchase intention in the secondhand luxury sector, emphasizing the bandwagon effect as a key mediator. Self-esteem, perceived credibility, and praise-seeking significantly impact the bandwagon effect, which, in turn, influences consumer purchase intention. However, the need for uniqueness does not show a significant effect. Additionally, price sensitivity and perceived risk moderate these relationships, highlighting the complexity of consumer decision-making in secondhand luxury consumption. Using the Hayes PROCESS model, the study confirms that praise-seeking remains a strong driver of purchase intention, even under varying levels of economic and trust concerns. This study expands the understanding of secondhand luxury consumption, providing implications for sustainable fashion and future consumer behavior research.