Empirical studies aim to investigate their research questions with regard to all individuals who possess characteristics relevant to the research topic. This total group of individuals is referred to as the target population.
The target population of the present study includes all individuals aged 18 and over who use the online platform Vinted. Due to the large number of individuals, it is not feasible to survey the entire population; therefore, a sample survey was conducted instead of a full survey. To conduct a sample survey, a subset is drawn from the total population.
Die Arbeit behandelt zentrale Methoden der angewandten Statistik und deren Relevanz für die empirische Forschung. Nach einer Einführung in die Grundlagen der deskriptiven und inferenzstatistischen Verfahren werden spezifische Analysetechniken wie Regressionsmodelle, Varianzanalysen und Hypothesentests dargestellt und anhand praktischer Beispiele erläutert. Besondere Aufmerksamkeit gilt der korrekten Anwendung statistischer Verfahren, der Interpretation der Ergebnisse sowie typischen Fehlerquellen im Umgang mit Daten. Durch die Verbindung von theoretischem Hintergrund und praxisorientierten Beispielen wird aufgezeigt, wie statistische Verfahren zu einer fundierten Beantwortung von Forschungsfragen beitragen und eine wissenschaftlich valide Grundlage für Entscheidungen schaffen.
Table of Contents
1. Sample Description
2. Descriptive Analysis
3. Description of the Scales
4. Relationship Between the Scales
5. Summary
6. Recommendations for Vinted
Objectives and Topics
The study investigates the factors influencing consumer motivation to purchase secondhand clothing and provides strategic recommendations for the online platform Vinted by analyzing user requirements and attitudes toward secondhand models.
- Analysis of user expectations regarding functional requirements (e.g., quality, price, delivery).
- Evaluation of consumer attitudes toward the secondhand concept (e.g., sustainability, innovation).
- Statistical correlation analysis between functional needs and conceptual perception.
- Development of strategic measures to address diverse consumer segments on Vinted.
Excerpt from the Book
3. Description of the Scales
This section describes the scales and the associated items. The focus is on the “Secondhand” scale and the requirements. Here is a summary of the key findings regarding expectations and the perception of secondhand offerings. The data includes two scales: First, the "Requirements" scale with 8 items, representing expectations regarding secondhand offerings. Secondly, the "Second‐hand models are..." scale with 8 items, evaluating the overall concept of secondhand.
The importance or opinion was first examined using 8 items.
When comparing the mean values, two items are particularly striking. The first item is strict quality control with a mean of 1.35, the lowest of all. This indicates that people place a high value on items being inspected and of good quality. Quality is therefore a very significant and important topic. Next comes punctual delivery with a mean of 1.51. Insurance in case of damage (mean 1.73) is also an important issue. People want protection in case something breaks. Participants expect the items to arrive on time, and this is important to them. Flexible rental periods (mean 1.81) are also important, meaning that different rental durations are attractive to participants. Free shipping & returns (mean 1.88) is also considered important, indicating that participants don’t want to pay extra for shipping or returns. Low prices (mean 2.34) also show clear importance. A wide selection of products & brands (mean 1.99) and low prices (2.34) remain relevant factors.
Summary of Chapters
1. Sample Description: Describes the target population of Vinted users and explains the methodology of utilizing a sample survey for the study.
2. Descriptive Analysis: Provides an overview of the demographic data, highlighting that the sample is relatively young and fairly balanced in terms of gender.
3. Description of the Scales: Outlines the two core scales used to evaluate secondhand offerings, focusing on functional requirements and general perceptions.
4. Relationship Between the Scales: Analyzes the statistical correlation between functional requirements and attitude, identifying largely independent but partially conflicting perspectives.
5. Summary: Concludes that there are only weak relationships between functional user requirements and the positive evaluation of secondhand offerings.
6. Recommendations for Vinted: Suggests strategic actions for Vinted, such as strengthening trust, targeted segmentation, and emotionalizing the brand image through storytelling.
Keywords
Secondhand, Vinted, Consumer Motivation, Sustainability, Functional Requirements, Correlation Analysis, User Segmentation, Trust, Quality Assurance, Brand Image, Textile Waste, Shopping Behavior, Emotional Buying Incentives, Market Strategy, Secondhand Models
Frequently Asked Questions
What is the primary focus of this study?
The study examines the factors that influence customers' motivation to consume secondhand clothing items and derives strategic recommendations for the platform Vinted.
Which demographic group represents the majority of the survey participants?
The majority of respondents belong to the generation born after 1995, accounting for approximately 51.4% of the participants.
What is the central research question regarding user motivation?
The research explores the balance between functional requirements (e.g., quality, price) and emotional or idealistic motives for purchasing secondhand goods.
Which statistical method was employed to analyze the data?
A correlation analysis was conducted to explore the statistical relationships between the individual items of the two core scales: "Requirements" and "Secondhand".
What are the most important requirements for users regarding secondhand offerings?
Users place the highest value on strict quality controls, punctual delivery, insurance in case of damage, and flexible rental periods.
How is the secondhand concept perceived according to the results?
Participants generally view it as resource-saving and sustainable, though they are skeptical regarding its long-term viability and personal relevance compared to mainstream consumption.
Why did the study find a negative correlation between functional requirements and the perception of innovation?
The study suggests that users who prioritize high efficiency and low prices tend to be more critical of secondhand models, potentially perceiving them as less progressive.
What specific strategic recommendation is given to Vinted regarding user engagement?
Vinted is advised to use storytelling and user portraits to transform the image of secondhand from simply "used" to "consciously chosen," while addressing different needs of new versus experienced users.
- Quote paper
- Anonym (Author), 2025, Applied Statistics. Which factors influence customers’ motivation to consume secondhand clothing items and what are the strategic recommendations for Vinted, Munich, GRIN Verlag, https://www.grin.com/document/1609969
