Valor percibido de la ropa de segunda mano en los centennials: análisis de antecedentes y efectos
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Los consumidores están cada vez más interesados en adquirir ropa de segunda mano, por ello, esta investigación analiza cómo influyen los beneficios y riesgos percibidos en el valor percibido de la ropa de segunda mano. Además, analizamos el impacto del valor percibido sobre la confianza y la recomendación a que otros usen ropa de segunda mano. La aplicación empírica utiliza modelos de ecuaciones estructurales sobre una muestra de 310 consumidores centennials de ropa de segunda mano en Chetumal, México. Los resultados muestran que los beneficios percibidos influyen positivamente en el valor percibido de la ropa de segunda mano, aunque los riesgos percibidos no afectan al valor percibido. Asimismo, el valor percibido influye positivamente sobre la Confianza, y esta repercute positivamente en la Recomendación del Consumidor a utilizar ropa de segunda mano. El principal hallazgo de esta investigación es que sólo los beneficios percibidos por los consumidores son un antecedente del valor percibido de la ropa de segunda mano.
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