Consumer Behavior

Enhancing Young Consumers’ Trust and Engagement in M-Commerce Through Brand Value Perceptions of Secondhand Luxury Goods

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Abstract

The secondhand luxury goods (SLG) market is expanding rapidly, driven by sustainability interests, technological advancements, and the growing influence of younger consumers. Despite this growth, limited research has examined how Millennials and Generation Z perceive SLG platforms within mobile commerce. This research aimed to provide valuable insights into marketing and consumer behavior strategies for entrepreneurs and start-ups in the pre-owned market. Using a qualitative approach, in-depth interviews with 41 online shoppers were analyzed, revealing four key themes: trust, social media influence, engagement, and platform usability. Trust emerged as the most critical factor shaping purchase decisions, reinforced by return policies, authentication tools, detailed product information, and intuitive interfaces. Although participants appreciated features such as virtual try-on and 3D views, these technologies had a limited impact on actual purchasing behavior. The findings highlighted opportunities for start-ups to enhance consumer confidence through transparency, credible reviews, and the integration of digital and retail experiences.

Keywords: secondhand luxury goods, M-commerce, social media, advanced technology, trust

How to Cite:

Nam, C., Lee, S. & Ilushenko, E., (2025) “Enhancing Young Consumers’ Trust and Engagement in M-Commerce Through Brand Value Perceptions of Secondhand Luxury Goods”, International Textile and Apparel Association Annual Conference Proceedings 1(1). doi: https://doi.org/10.31274/itaa.11822