From intimacy to consumption: an exploration into the role of consumer engagement and self-esteem in second-hand luxury consumption

Purpose This study combines the concept of parasocial relationships (PSRs) with social exchange theory (SET) in the situation of second-hand luxury (SHL) consumption on social media. It examines not only how PSRs drive SHL consumption through consumer engagement and attitudes, but also consumers' self-esteem and how it moderates the above relationship. Design/methodology/approach A total of 740 valid responses were gathered through an online questionnaire, and the proposed model was examined using partial least squares structural equation modeling. Findings The results indicate that PSRs directly and positively affect SHL consumption. The sequential mediation testing results demonstrate that consumer engagement and attitudes serially mediate the above relationship. In addition, PSRs do not translate uniformly into consumer engagement and mainly exert an influence on consumers with low self-esteem. Originality/value This study extends the applicability of SET to SHL consumption. Additionally, it reveals not only how PSRs influence consumer behaviors but also the reason by highlighting the psychological exchange process and the boundary role of self-esteem.