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Exploring the Factors Affecting the Purchase Intention of Second-Hand Clothing on the Divar Application
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Mahshad Ghasemi   , Mojgan Babaei * |
| PhD Student in Management, Islamic Azad University, Zanjan Branch, Zanjan, Iran |
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Abstract: (17 Views) |
| The present study was conducted to explore the factors affecting the purchase intention of second-hand clothing on the Divar application. In terms of purpose, this study is applied, and in terms of method, it is descriptive-analytical with a causal approach. The statistical population of the research consists of users and customers of the Divar application, from among whom 400 individuals were selected as the statistical sample based on the Morgan table using simple random sampling. The required data were collected through standard questionnaires. The validity of the research instrument was confirmed through face validity and confirmatory factor analysis, and the reliability of the questionnaires was measured and confirmed using Cronbach's alpha coefficient. In the data analysis section, descriptive statistics were conducted using SPSS version 21, and structural equation modeling (SEM) using LISREL version 8.8 was employed to test the hypotheses and examine the relationships among the variables. The results of path analysis showed that electronic word-of-mouth advertising has a positive and significant effect on consumers' attitudes, subjective norms, and perceived behavioral control toward second-hand goods on the Divar application. Furthermore, product price also significantly affects these three constructs. The findings indicate that attitude, subjective norm, and perceived behavioral control play a fundamental and significant role in shaping the purchase intention of second-hand goods. Moreover, the results showed that product price and electronic word-of-mouth advertising indirectly affect consumers' purchase intention through their influence on attitudes, subjective norms, and behavioral control. |
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| Keywords: Product price, electronic word-of-mouth advertising, subjective norms and behavioral control. |
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Full-Text [PDF 711 kb]
(6 Downloads)
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Review: Research |
Subject:
Business Administration
Received: 2026/11/6 | Accepted: 2026/08/21 | Published: 2026/08/21
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