Secondhand sneaker purchasing in peer-to-peer markets

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorAsikainen, Sanna-Katriina
dc.contributor.authorLavonsalo, Antti
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2023-08-20T16:11:24Z
dc.date.available2023-08-20T16:11:24Z
dc.date.issued2023
dc.description.abstractThis thesis is looking into consumers’ purchase intention of secondhand sneakers in peer-to-peer (P2P) markets. The thesis tests the influence of consumer attitudes, subjective norms, and perceived behavioral control on the purchase intention of used secondhand sneakers from P2P markets. Eight consumer beliefs (Collectibles, P2P Shopping, Online Shopping, Perceived Risks, Environment, Economic, Fashion Consciousness, Product Availability) and subjective norms are also tested for their influence on the consumer attitudes, and lastly subjective norms’ influence on perceived behavioral control is tested. Theory of Reasoned Action (TRA) is chosen as the theoretic framework for this thesis, as it has been used in similar studies before and is seen as a good fit. Studies regarding sneakers and purchase intention of sneakers are somewhat limited to this date. Majority of recent studies in sneaker domain focus on the resale of new and unused sneakers, rather than the transactions of used secondhand sneakers. At the same time, current literature focuses more on sneaker resale platforms such as StockX, GOAT, and KLEKT, where consumers mainly or solely buy and sell unworn sneakers, often for a hefty profit. This thesis aims to expand the academic research for sneakers in the secondhand domain and in P2P markets. The thesis is executed as quantitative research with an online survey. The survey was built in Webropol and consisted of four demographic questions followed by twelve sections of questions, each section representing a multi-item factor. The questionnaire utilized seven-point Likert scale. The survey was distributed in two social media groups focused on sneakers, thus the respondents were expected to have sufficient knowledge to answer the questionnaire. The results show that perceived behavioral control and attitudes have a significant positive influence on consumer purchase intention of secondhand sneakers in P2P markets. Subjective norms did not have a significant influence on the purchase intention, being the only hypothesis rejected. Subjective norms however had a significant positive influence on consumer attitudes and perceived behavioral control. All eight consumer beliefs had a significant influence on consumer attitudes, having a mediating effect on the purchase intention. An additional test was run for consumer beliefs’ direct influence on purchase intention and all except perceived risk had a significant influence.en
dc.format.extent39 + 8
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/122587
dc.identifier.urnURN:NBN:fi:aalto-202308204933
dc.language.isoenen
dc.locationP1 Ifi
dc.programmeMarketingen
dc.subject.keywordsneakersen
dc.subject.keywordsecondhanden
dc.subject.keywordpeer-to-peeren
dc.subject.keywordp2pen
dc.subject.keywordattitudesen
dc.subject.keywordsubjective normsen
dc.subject.keywordperceived behavioral controlen
dc.subject.keywordpurchase intentionen
dc.titleSecondhand sneaker purchasing in peer-to-peer marketsen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
local.aalto.electroniconlyyes
local.aalto.openaccessyes
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