Transforming the hedonic attitudes of digital consumers in luxury brand use: A review of second-hand fashion sites

The main aim of this research is to determine the luxury consumption trends, attitudes and behaviors towards online shopping and second hand consumption, hedonic motivation levels of consumers who are members of second hand fashion sites and to examine the relationships between them. In addition, determining whether there is a differentiation in luxury consumption trends, attitudes and behaviors towards online shopping, as well as second-hand consumption and hedonic motivation levels according to the identifying characteristics of consumers is another goal of the study. Purpose-a personal information form, "Scale of Luxury Consumption Trends", "Online Shopping Attitudes and Behavior Scale", "Second-Hand Consumer Motivation Scale" and data collection tools that occurs from "Hedonic Motivation Scale"; 1 November -31 December 2019 November dates between sites was applied to second-hand fashion in the membership of Turkey in 1,000 people. In addition, an in-depth interview was conducted with the managers of 3 separate - Modacruz, Ortak Dolap, Tarz 2-used fashion sites operating in Turkey in December 2019. Quantitative data obtained from the research was analyzed in a computer environment through the SPSS 22.0 program. The data obtained from the interviews were interpreted in descriptive terms. As a result of the research, it was found that participants had a moderate luxury consumption trend, second-hand consumption motivation and hedonic shopping motivation, and had a high level of online shopping attitudes and behaviors. As a result of interviews with the managers of the second-hand fashion site, it was found that second-hand fashion sites in Turkey started to operate after 2012, and second-hand fashion shopping began in Turkey, mainly inspired by practices in the United States and Europe. Today, it has been determined that the concept of second-hand fashion, together with developments in the world, has developed in accordance with consumer wishes and expectations.