The Effect of Self-Esteem on Consumers’ Attitude toward Second-Hand Luxury Products

With the development of luxury economy, second-hand luxury products have become an important part in the China’s luxury market. This paper investigates the effect of consumers’ self-esteem on their attitude toward second-hand luxury products. By conducting a research on Chinese adult consumers, we find that self-esteem has negative effect on consumers’ attitude toward second-hand luxury products, and the symbolic value of second- hand products is the mediator. Meanwhile, we find the moderating effects of AD appealing mode (appealing on price value vs. appealing on social value) of second-hand products. We have theoretical discussion and marketing suggestions for second-hand luxury products in the end.