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Customer Behavior Towards Second-Hand Online Shopping

Valaei, N, Bressoles, G, Shahgholian, A and Panjeh Fouladgaran, H Customer Behavior Towards Second-Hand Online Shopping. In: Developments in Marketing Science . (AMS2020: ACADEMY OF MARKETING SCIENCE 44TH ANNUAL CONFERENCE, 20 May 2020 - 22 May 2020 Rescheduled 15-17th December 2020, Coral Gables, FL, United States). (Accepted)

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Abstract

The advent of Internet facilitated the emergence of sustainable consumption where consumers can easily buy second-hand products through websites or applications. As a cross-cultural study, this research aims to investigate under what circumstances customers buy second-hand products through online environment. A fuzzy technique for order of preference by similarity to ideal solution (TOPSIS) was used on a set of factors by seven marketing professors to rank the most important variables (based on literature review) associated with second-hand online shopping behavior from which price, brand nostalgia, eco-consciousness, need for uniqueness, and brand involvement were identified. Furthermore, to examine the customers’ perspective towards the extracted factors, this study used a survey approach from a sample of 261 Malaysian and 317 French online shoppers. Structural equation modelling was applied to assess the measurement and structural models. While price, eco-consciousness, and brand involvement are found as the main factors conducive to second-hand online shopping amongst Malaysians, the results of French sample indicate that price, need for uniqueness, and brand involvement are the most significant variables. The results also imply that the sense of nostalgia is not relevant to second-hand online shopping in both cultural settings.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce
Divisions: Business & Management (new Sep 19)
Publisher: Academy of Marketing Science
Date Deposited: 21 Apr 2020 11:09
Last Modified: 21 Apr 2020 11:09
URI: http://researchonline.ljmu.ac.uk/id/eprint/12729

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