The secondary sneaker market is rather unique in that unlike items in other resale fashion categories (e.g., clothing), sneakers often resell for more than their original retail price. This market has risen to dizzying heights fueled by social media and collaborations with celebrities and designers which, coupled with limited availablility of merchandise, have generated great consumer demand and interest surrounding this market. The aim of this study was to investigate popular culture and social media and their influence on fashion conscious consumers interested in secondary sneaker retailers (i.e., StockX, GOAT) as well as their further impact on purchase intentions. The authors utilized the theory of reasoned action (TRA) to examine consumer behavior toward secondary sneaker retailers. The findings support the TRA, suggesting that the social mechanisms of interest (i.e., popular culture and social media) positively influence consumers, who report high levels of fashion consciousness and subsequent positive attitudes toward the secondary sneaker retailer, subjective norms, and ultimately purchase behavior vis-a-vis secondary sneakers. The findings of this study will enable industry practitioners and members of academia to gain a deeper understanding of this phenomenon.

中文翻译：

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协同消费：运动鞋二级市场调查

二级运动鞋市场相当独特，因为与其他转售时尚类别（例如服装）中的商品不同，运动鞋的转售价格通常高于其原始零售价。在社交媒体以及与名人和设计师的合作的推动下，这个市场已经上升到令人眼花缭乱的高度，再加上商品供应有限，围绕这个市场产生了巨大的消费者需求和兴趣。本研究的目的是调查流行文化和社交媒体及其对对二级运动鞋零售商（即 StockX、GOAT）感兴趣的时尚意识消费者的影响，以及它们对购买意愿的进一步影响。作者利用理性行动理论 (TRA) 来检查消费者对二级运动鞋零售商的行为。研究结果支持 TRA，表明兴趣的社会机制（即流行文化和社交媒体）对消费者产生积极影响，他们报告了高水平的时尚意识和随后对二级运动鞋零售商、主观规范和最终购买行为的积极态度。运动鞋。这项研究的结果将使行业从业者和学术界成员对这一现象有更深入的了解。