Research on the influence of shopping dynamic public purchase and motivation on the happiness of online purchase of second-hand luxury goods

The burgeoning internet expansion and economic progress in China have led to a notable surge in luxury consumption. Simultaneously, the second-hand luxury goods market is gradually expanding, heralding a new wave of consumer enthusiasm. This research explores the impact of three purchasing motivations for second-hand luxury goods: uniqueness, conspicuous, and economy, on consumer authenticity and happiness. Drawing upon the theory of self-awareness, it also investigates the moderating effects of online e-commerce platforms on shopping behavior, whether conducted publicly or anonymously. Through the combination of a 2x3 between-groups experiment and questionnaire survey, a structural equation modeling (SEM) is constructed using both SPSS 26.0 and AMOS 26.0 for hypothesis testing. The research findings indicate: (1) The unique consumption motivation, conspicuous consumption motivation, and economic consumption motivation for purchasing second-hand luxury goods have a significantly positive impact on consumer happiness. (2) Authenticity positively influences consumer happiness in the context of unique consumption motivation and economic consumption motivation, while it has a significantly negative impact in the context of conspicuous consumption motivation. (3) Authenticity in unique consumption motivation is more significant in the scenario of public shopping compared to anonymous shopping, while in conspicuous consumption motivation, the lack of authenticity is more pronounced in public scenarios. Economic consumption motivation shows greater significance in anonymous shopping compared to public shopping. These findings provide guiding suggestions for marketing strategies tailored to online retailers of second-hand luxury goods on e-commerce platforms.