The role of perceived value, trust and engagement in the C2C online secondary marketplace
The role of perceived value, trust and engagement in the C2C online secondary marketplace
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DOI：
10.1016/j.jbusres.2022.04.029
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发表时间：
2022
影响因子：
11.3
通讯作者：
Emi Moriuchi;I. Takahashi
中科院分区：
文献类型：
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作者：
Emi Moriuchi;I. Takahashi
鉴于人们对替代消费渠道的兴趣日益浓厚，本研究提出了一个概念框架，探讨了重复在线消费者对二手产品的感知价值与他们从二级市场平台重新购买意愿之间的关系。进行了两项研究。研究1的目的是测试的概念模型，研究2验证了两种产品类型（享乐与功利）的模型。以基本的社会营销理论为核心，假设对卖方和消费者对消费者的在线二级市场平台的信任和参与，以调解消费者感知的以自我为中心的功能价值和他们对平台的再使用意图。结果表明，当信任指向促进平台的公司时，所有串行中介（信任和参与）都是显着的，但当信任指向卖方时，并非所有串行中介都是显着的。这项研究强调了信任和参与的影响，以及这些因素如何影响消费者重新使用C2C在线二级市场平台的意图。
In light of a growing interest in alternative consumption channels, this study proposes a conceptual framework that examines the relationship between repeat online consumers’ perceived value of used products and their re-purchasing intention from a secondary marketplace platform. Two studies were conducted. Study 1 aims to test the conceptual model, and Study 2 validates the model with two product types (hedonic vs. utilitarian). With fundamental societal marketing theory at heart, trust and engagement toward the seller and the consumer-to-consumer online secondary market platforms are hypothesized to mediate consumers’ perceived econ-centric functional value and their re-use intentions of the platform. The results show that all serial mediations (trust and engagement) are significant when the trust is directed toward the company that facilitates the platform, but not all serial mediations were significant when the trust is toward the seller. This study highlights the implications of trust and engagement and how these factors impact consumers’ intention to re-use a C2C online secondary marketplace platform.