Purpose Amid growing environmental concerns, circular fashion—an approach that promotes the reuse and recirculation of fashion goods—has emerged as a sustainable alternative to fast fashion. This study examines how sellers' communication strategies on re-commerce platforms impact consumers' perceptions and continuous purchase intentions for secondhand fashion items. Design/methodology/approach Grounded in signaling theory, this study explores the interactive effects of two key seller signals: sales information transparency and emotional communication through emojis. An online experimental design was adopted, targeting Korean women in their 20s and 30s. Findings Transparent product information, when combined with emotional cues, significantly enhances perceived seller authenticity. Seller authenticity mediates the relationship between communication signals and consumers' continuous purchase intentions. Additionally, a seller's social attractiveness strengthens this mediation effect, further amplifying consumers' repurchase intentions. Originality/value This research extends signaling theory to the re-commerce context and offers insights into how emotionally resonant, transparent communication can encourage sustained consumer engagement.
Hur et al. (Mon,) studied this question.