The Afterlife of Luxury: Triggers, Intentions, and Channel Preference in China's Resale Boom

Abstract

This study examines the factors shaping Chinese consumers' intention to resell used luxury products and their preferences for resale channels, drawing on the extended Theory of Planned Behavior (TPB). Data were collected from 381 consumers via an online survey and analyzed using structural equation modelling with confirmatory factor analysis and regression. Results indicate that the primary motivation for reselling is the lack of need when items are no longer useful or suitable. Consumers' resale intentions are driven mainly by internal factors: attitudes, sense of duty, perceived benefits, and behavioral control, while external factors, such as subjective norms, have minimal impact. Resale intention also partially mediates the link between attitudes and channel choice, with stronger intentions leading to a preference for offline resale outlets. This study enhances understanding of luxury resale behavior in China and provides implications for marketers and policymakers seeking to address the growing secondhand luxury market.