The Influence of Perceived Values and Perceived Risks on the Adoption of Online Secondhand Clothing: The Moderating Role of Trust

This study provides an in-depth analysis of the influence of perceived values and perceived risks on the purchase of secondhand clothing and accessories via online platforms, and their subsequent effect on consumer attitude and behavioral intention. A mixed-methods approach, comprising qualitative and quantitative research, demonstrated that economic value, product uniqueness, and the quality of informational visual content exert a positive effect on both attitude and purchase intention. Conversely, perceived risks, whether related to health or social concerns, exert a negative effect. However, trust mitigates the negative impact of these risks on consumer attitude. This research enriches the understanding of the determinants of online secondhand purchasing. It offers actionable recommendations for platform managers, emphasizing product transparency, quality, and safety, alongside the protection of customer data and personal information. These measures are essential for enhancing the user experience, fostering a climate of enduring trust, and encouraging responsible collaborative consumption. Keywords: Perceived Value – Perceived Risk – Informational Visual Content – Trust – Attitude – Behavioral Intention – Secondhand – Online Platform. DOI: 10.7176/JMCR/95-05 Publication date:November 30th 2025