Which Motivations Influence Consumer Behavior?: Focusing on Second-hand Distribution Platforms

• 영문명: Which Motivations Influence Consumer Behavior?: Focusing on Second-hand Distribution Platforms
• 발행기관: 한국유통과학회
• 저자명: Hong-Sub SHIN Eunji CHOI Jin-Hwan KIM
• 간행물 정보: 『유통과학연구(JDS)』제21권 제3호, 123~134쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: The no-contact and economic downturn caused by COVID-19 have further grown the used market. The second-hand trading industry has established itself as a popular consumption culture, leading to exponential growth in the size of the market. This study aims to identify the types of shopping motivation for used products targeting Korean consumers, and to examine the relationship between shopping motivations for second-hand transactions, consumption values, and re-use intentions. Research design, data and methodology: The first study was conducted on 63 used trading platform users and the second study was conducted on 441 used trading platform users to identify the types of consumers' motivation for shopping for used products. Results: As a result of the first study, the shopping motivation types of Korean used product consumers were classified into convenience motivation, economic motivation, hedonistic motivation, information Acquisition motivation, and free time utilization motivation. As a result of the second study, it was found that convenience motivation had the greatest influence on functional values and hedonic motivation had the greatest influence on emotional values, and that functional values had a great influence on platform reuse intentions. Conclusions: This study provides practical implications for the establishment of marketing strategies for used trading platforms and academic implications for research related to used trading.

목차

1. Introduction

2. Literature Review

3. Study 1

4. Study 2

5. Conclusion

References

키워드

C2C Second-hand Distribution Platforms Consumption Values Involvement Reuse Intentions Shopping Motivation