한국과 일본 중고명품 소비자의 가치 인식과 구매의도 비교 연구

초록

Purpose: This study aims to empirically examine the influence of multidimensional consumer value perceptions on purchase intention in the second-hand luxury market, with a comparative focus on MZ generation consumers in Korea and Japan. Specifically, the study seeks to identify which value dimensions—personal, economic, social, and environmental—drive purchase intention among young consumers in these two markets, and to explore commonalities and differences between the two countries. Research design, data, and methodology: A survey-based quantitative approach was employed, targeting MZ generation consumers aged 18 to 44 in Korea and Japan. Data were collected from July 1 to 22, 2025, yielding a final sample of 303 respondents from Korea and 445 from Japan, limited to those who had experience with or had considered second-hand luxury transactions. Exploratory factor analysis, Pearson and Spearman correlation analyses, and multivariate linear regression with demographic covariates were conducted using R (version 4.5.1). Results: Exploratory factor analysis revealed that personal value and economic value converged into a single factor in both countries, suggesting that psychological satisfaction and price rationality are perceived as an integrated dimension in second-hand luxury consumption. Correlation analysis confirmed significant positive associations between all value dimensions and purchase intention in both markets, with personal value showing the strongest relationship. Regression analysis further indicated that personal value and environmental value significantly and positively influenced purchase intention in both countries, while social value showed no significant effect. The explanatory power of the regression model was higher for Korea than for Japan. Implications: The findings offer both academic and practical contributions. Academically, this study establishes a comparative framework for understanding second-hand luxury consumer behavior across Korea and Japan, two markets that are geographically proximate yet culturally distinct. The convergence of value perceptions across both markets suggests that generational identity among MZ consumers may override cultural differences, warranting the development of second-hand luxury-specific consumer value scales. Practically, the results indicate that marketing strategies emphasizing personal satisfaction and environmental benefits are likely to be effective across both markets. The shared value structure also supports the feasibility of integrated cross-border marketing approaches, while the primacy of personal and environmental values over social value implies that messaging aligned with individual lifestyle and sustainability—rather than conspicuous consumption—resonated more strongly with MZ generation consumers.

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