A Second-hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers

• Published in: Journal of retailing Vol. 86; no. 4; pp. 383 - 399
• Main Authors: Guiot, Denis, Roux, Dominique
• Format: Journal Article
• Language: English
• Published: Greenwich Elsevier Inc 01.12.2010; Elsevier; Elsevier Limited
• Subjects: Business administration; Consumer behavior; Consumers; Consumption; Economic shopping; Einzelhandel; Gebrauchtmarkt; Großbritannien; Humanities and Social Sciences; Konsumentenverhalten; Market resistance; Measurement scale; Motivation; Product development; Recreation; Recreational shopping; Retail stores; Retailing; Second-hand shopping; Segmentation; Shopping; Studies; Typological analysis; Used goods; France; Segmentation; Recreational shopping; Economic shopping; Market resistance; Measurement scale; Second-hand shopping
• ISSN: 0022-4359; 1873-3271
• DOI: 10.1016/j.jretai.2010.08.002

In view of growing interest in alternative consumption channels and critiques of conventional retailing, this study proposes a scale of second-hand shopping motivations. After defining the concept, we present the characteristics of second-hand shopping and explain the importance of a motivation-based approach. Through qualitative and quantitative studies and two data collections carried out in France with 708 subjects, we propose a reliable, valid, eight-factor scale that includes motivations related to products and distribution channels. A second-order hierarchical structure supports the tripartite nature (critical, economic, and recreational) of this form of shopping. Furthermore, the measure reveals, through a typological analysis, four consumer segments: “polymorphous enthusiasts”, “thrifty critics”, “nostalgic hedonists”, and “regular specialist shoppers”. We discuss the applications of this new scale and their implications for both research and retailing strategies.