| Abstract [eng] |
This thesis focuses on the determinants of intention to purchase second-hand clothing online. It consists of Literature Review, Methodology, Empirical sections as well as Conclusions. Literature review highlights that Theory of Planned Behaviour is widely used for analysing purchase intentions. However, it fails to include the impact of anticipated emotions, which are shown to also determine purchase intentions. Model of Goal-Directed Behaviour addresses this problem by introducing positive and negative anticipated emotions. It also adds to the model explanatory capacity by introducing desire as mediating variable between the attitudes, subjective norms, perceived behavioural control and purchase intentions. The influence of past purchase behaviours is also incorporated. Previous research shows that second-hand clothing can be seen as belonging to the categories of green, ecological products, eco-apparel. Second-hand clothing purchase can also be seen as a collaborative fashion behaviour. This categorization, as well as previous research, suggests that environmental concern might also be involved in predicting second-hand clothing online purchasing behaviours. It is theorised that environmental concern might act as a moderator, affecting the magnitude of the relations between independent variable and desires. Empirical research draws on an online questionnaire (N=329), which was targeted to those who have purchased or plan to purchase second-hand clothing online. Questionnaire was based on previous studies which applied Model of Goal-Directed Behaviour to different kinds of intentions. Data analysis was conducted using linear regression, correlation analysis and mediation and moderation analyses using SPSS and PROCESS 4.0 package. Results show that attitude, subjective norm, perceived behavioural control, positive anticipated emotions and negative anticipated emotions are significant determinants of desire to purchase second-hand clothing online. Also, desire is a significant predictor of intention. Furthermore, mediation analysis revealed that desires served as a mediating variable. The frequency of past second-hand clothing purchasing online is a determinant of intentions, but not a determinant of desires. Only one out of 4 hypotheses about the moderation effect were affirmed and additional analysis revealed that environmental concern contributes to the model better as an independent variable and not as a moderator. It is concluded that positive anticipated emotions and environmental concern are the most influential factors determining second-hand clothing purchase desire and intention. Future research could apply qualitative methods to answer this question more thoroughly to better understand and identify the diverse set or reasons driving second-hand clothing online. Also, this methodology could be applied for non-online purchasing to identify if online and non-online buyers differ in their behaviours. |
