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1. FACULTY OF BUSINESS, ECONOMICS AND
ACCOUNTANCY
MASTER OF BUSINESS ADMINISTRATION
SECTION 2
SEMESTER 1 2017/2018
BM6043 ADVANCED STATISTICS
LECTURER: DR. LIM THIEN SANG
INDIVIDUAL ASSIGNMENT: JOURNAL REVIEW
NAME MATRIC NUMBER
RACHEL ANAK NOEID MB1712411T

2. TABLE OF CONTENTS
CONTENTS PAGES
1.0 INTRODUCTION 1
2.0 METHOD REVIEW 2
3.0 PROCEDURE REVIEW 3
4.0 ANALYSIS REVIEW 4
5.0 FINDINGS REVIEW 5
6.0 CONCLUSION 6
REFERENCES 7

3. 1.0 INTRODUCTION REVIEW
In this journal review, I collected three articles from UMS Library Database related to
“Second Hand Shopping” associated with retailing, buyer motivations, consumptions and
behaviour to review their contents particularly on coherence between process and ideas,
method demonstrated as well as their new findings. Such academic readings and reviewing
will be my guidance to a proper direction for my future research. The articles collected are
labelled for ease of reading.
Article 1
Article 2
Article 3
The online market for bargains is booming, fuelled by the growth of economic and
environmental consciousness motivates the growing interest towards second-hand shopping.
In terms of definitions, Guiot and Roux (2008) conceptualised second-hand goods shopping
equals to acquisition of objects through methods and locations exchanged that are basically
distinct from other new goods. Their definition is supported by Ferraro, Sands and Brace-
Govan (2016) considering the rapid growth in second-hand consumption globally for the past
decade which attribute to shifting numbers of marketplaces. Nevertheless, second-hand goods
and vintage goods are totally different from each other. The term vintage is adopted from
fashion world and often referred to as rare and authentic piece which represents lifestyles of
an era or couturier (Gerval, 2008). Generally, vintage defines the year of productions that is
from 1920s to 1980s but Cornett (2010) argued that clothing produced after 1980s is not
considered as vintage but merely a contemporary fashion.
Ferraro, Sands and Brace-Govan. 2016. “The Role of Fashionability in Second-Hand
Shopping Motivations”. Journal of Retailing and Consumer Services. Vol. 32. PP. 262-268.
Guiot and Roux. 2010. “A Second-hand Shoppers’ Motivation Scale: Antecedents,
Consequences and Implications for Retailers”. Journal of Retailing. Vol.86. PP. 355-371.
Cervellon, Carey and Harms. 2010. “Something Old, Something Used: Determinants of
Women’s Purchase of Vintage Fashion Vs. Second-hand Fashion.” International Journal of
Retail and Distribution Management. Vol. 40. PP. 956-974.

4. 2.0 Method Review
In article 1, the data sample collected among Australian second-hand shoppers with a
total of 340 completed the questionnaires. Their survey requirements were at least 18 years
old and above, recruited from online panel and should at least shopped at second-hand stores
within the past 6 months. Questionnaires were constructed based on segmentation that
includes demographic and psychographic characteristics as covariates.
In article 2, Guiot and Roux (2010) developed into 3 different major method studies
to show the 6 stages of analysis process. In method study 1, they applied a preliminary 2
stage qualitative study consists of 1 focus group with 15 French individuals in a semi-directed
and in-depth interviews that took place in respondents’ homes. During interviews, the
respondents had to explain what second-hand items they bought and which channels they
bought then furthered justified their motives that influenced their decision. Method study 2
progressed the scale purification where the total number of 72 questions were formulated on
a 5 point likert scale including socio-demographic variables for self-administered
questionnaires and sampled 224 respondents from Paris and Lille cities. Finally, they
progressed from method study 2 to method study 3 that is the scale validation to replicate a
confirmatory model using a total of 484 completed surveys and a random sample of 40
respondents to verify the questionnaire administration procedures.
Article 3 contradicted different method in their research studies because Cervellon,
Carey and Harms (2012) researched both second-hand and vintage differences to determine
women’s purchase motivations. A convenience sample of 103 Paris women and covered
French Riviera area up to Monaco, and recruited according to their retro-organizations and
events involvements as well as their passions for retro styles. The survey also required all
women to at least above 21 years old and purchased a piece of second-hand cloth once in
the past.

5. 3.0 Procedure Review
Using qualitative studies on motives for second-hand shopping turned out to be
invalidated because there was a connection between hedonic and economic aspects whereby
second-hand acquisition provides an original alternative rather than conventional channels
(Bardhi and Arnould, 2005) and could be inspired by conventional channel criticisms (Sherry,
1990; Soiffer and Herrmann, 1997; Stone, Horne and Hibbert, 1996; Williams and Paddock,
2003). Prior to the above statements, Guiot and Roux (2010) came up with a valid
measurement scale to measure motivations for second-hand shopping in order to relate used
items and channels where these used items available. In my point of view, their attempt to
follow the established construction procedures (Churchill, 1979; Peter, 1981; Rossiter, 2002)
was part of their contributions to help clarified the complex motives why shoppers turned to
alternative channels by generating variety of motives and relating motivation with antecedents
and impacts on consumption behaviour.
Based in article 2, the sample used was fairly representative of the population. Their
segmentation model was appropriate with second-hand shopping behaviour and motivations
were included along with covariates consisting of demographic and psychographic
characteristics. Using 7 point likert scale for motivations, specify shopper’s behaviour with
mixed results and for psychographic covariates, they drew shopping enjoyment, price
consciousness, loyalty and time pressure to influence the decision making (Konus et al., 2008)
hence formed 7 point likert scales, ranging from 1 (strongly disagree) to 7 (strongly agree).
Procedures in article 3 on the other hand, also appropriate showing 6 constructs
measured using validated scales such as eco-consciousness, frugality, need for status, need
for uniqueness, fashion involvement and nostalgia proness considered as antecedents to the
purchase of vintage pieces (Cervellon, Carey and harms, 2012). The items were carefully
selected according to its relevancy to avoid lengthy and double-barrelled questionnaire. They
also provide 7 point of likert scales in order to process the reliability results.

6. 4.0 Analysis Review
For article 1, the psychographic covariate scale items was proved to be sound
measures with its respective constructs using the confirmatory factor analysis (Ferraro et al.,
2016) resulting AVE exceeded 0.50 for all items and reliability construct was greater than 0.70
each. Then Latent Class Analysis (LCA) was applied in which the latent variable is the shopper
segments considered as the categorical variable taking on K possible values, corresponded
with K segments, along with the multinomial logit model used to express the probabilities (
Ferraro et al., 2016). These researchers then estimated the latent class clusters by using the
Latent GOLD Software version 4.0 to employ the 4 criteria in selecting the final segmentation
model solution. Therefore, there was a clear split among segments and second-hand shopping
behaviour resulted change in shopper behaviour with GFC (p=0.24) means not significant
predictor of segment membership. Apart from that, shopping enjoyment and price
consciousness had the existence of significant coefficients with (p<0.001) which indicated that
shopping enjoyment and price consciousness specifically determined membership in segment
4 strongly.
In article 2 indicated different analysis approach to address the complex motives
whereby they based their 14 measurement items of respondents’ comments in qualitative
study for content analysis then checked validity by 4 experts. These researchers then, pursued
purification study in which the first data collection was analysed using the exploratory factor
analysis to test reliability and used confirmatory factor analysis to study its convergent and
discriminant validities. For secondary data collection, they used validation study to replicate
the CFA and this study also emphasized on nomological and preditictive validity.
Interestingly, article 3 extracted items from Roux and Guiot (2008) previous research
particularly on sub-factors bargain hunting, fair price and treasure hunting thus the reliability
test resulted high for the treasure hunting construct but a little lower for bargain hunting. This
indicated that bargain hunting had a weaker measure (Roux and Guiot, 2008). In terms of
demographic differences in purchase intentions for second-hand and vintage clothing, results
indicated that both are not significantly different (Vintage M=3.97, (SD 1.68); Second-hand
M=4.28, (SD 1.62), t (102)=-1.41, p=0.16)). For purchase of vintage and second-hand
clothing antecedents, there was no diagram to indicate the hypothesis significance to show
the hypothesis acceptance in H4b eco-consciousness, H5b frugality and H6b need for status
led to acceptance of H5a. Bargain hunting and frugality influenced significantly towards
second-hand but no direct effect in eco-consciousness and need for status, means H4a and
H6a rejected.

7. 5.0 Findings Review
Based on the three articles, they highlighted several important findings on motivations
namely, critical, economic, recreational and fashion motivations. Each of these variables are
compared to contradict its findings.
Critical motivations as dependent variable for second-hand shopping motivations
conceptualized the consumers’ disassociation from mainstream market for some reasons,
either for moral reasons or ethical reasons (Guiot and Roux, 2010). For example, critical
motives promotes the value of recycling clothes and growing interest for sustainable fashion
(De Brito et al., 2008), part of escaping from the mainstream market. In their article, ” A
Second-Hand Shoppers’ Motivation Scale: Antecedents, Consequences And Implications For
Retailers”, Denis Guiot and Dominique Roux (2010) revealed that respondents tend to distance
themselves from buying new items which they perceived as resource-wasted, and choose
originality, stimulation and social connection offered from alternative channels. Meaning to
say, critical dimension distinguished the relevancy and rationale solution to bypass traditional
retailing between second-hand goods and new goods as a way to express concerns on
environments and society at large (Brace-Govan and Binay, 2010; Cervellob et al., 2012; Ha-
Brookshire and Hodges, 2009).
Interestingly, there was a finding indicated that critical and fashion motivations are
associated with economic and recreational motivations (Ferraro, Sands and Brace-Govan,
2016) thus suggested that new generation of shoppers willing to merge in value seeking and
fashion to avoid mainstream system where the market is full of new products (Brace-Govan
and Binay, 2010; Chu and Liao, 2007; Guiot and Roux, 2010). It is possible that modern
shoppers are strong influencers in second-hand market (Arsel and Thompson, 2011) because
nowadays modern shoppers viewed second-hand goods as sensible and cool (Tuttle, 2014).
Nevertheless, the article 3 argued strongly on economic motives because frugality is
not the antecedent to the vintage purchase intention but the increased income. Price
sensitivity and frugality only impacting second-hand shopping motivations. In fact, the
purchase of vintage and second-hand clothes were not direct influenced by ecological
consciousness because both mediated through effect of bargain hunting thus contradicting
from previous research on eco-fashion which had explored consumers’ aspirations toward
green fashion behaviour (Cervellon and Carey, 2011).

8. 6.0 Conclusion
However, little is known about current growth of second-hand shopping motivations
and less explanation were shown in 3 articles to describe how these shoppers look forward to
second-hand shopping channels due to the role of fashion relevancy in second-hand
consumption. Given the recent progress second-hand retail market nowadays somehow, they
able to justify the significance of their studies. In these three articles, they furthered their
modern consumer shopping behaviour and motivations investigation to find out the
implications for retailers. Therefore, second-hand shopping nowadays is considered accepted
by major communities and many retailers these days are looking into penetrating the second-
hand market to middle income consumers to expand their product lines and their business
growth.
To further extending this research, it is crucial to consider other covariates than just
psychographic and demographic covariates in the segmentation model to respect its
differences across product categories and cultures because this study could impact other
variables of interest towards second-hand consumption industries. Also, this study should
consider the relations between brand boycotts, voluntary simplicity and downshifting with
second-hand shopping motivations because these would be an interesting research which
many countries are looking forward to call for papers regarding on these variables.

9. References
1. Cervellon, Carey and Harms. 2010. “Something Old, Something Used: Determinants
of Women’s Purchase of Vintage Fashion Vs. Second-hand Fashion.” International
Journal of Retail and Distribution Management. Vol. 40. PP. 956-974.
2. Ferraro, Sands and Brace-Govan. 2016. “The Role of Fashionability in Second-Hand
Shopping Motivations”. Journal of Retailing and Consumer Services. Vol. 32. PP. 262-
268.
3. Guiot and Roux. 2010. “A Second-hand Shoppers’ Motivation Scale: Antecedents,
Consequences and Implications for Retailers”. Journal of Retailing. Vol.86. PP. 355-
371.