Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/11328/4530 |
Resumo: | The widespread presence of the Internet in people’s lives has transformed the way consumers look for and buy a variety of goods and services. Shopping online is nowadays a popular way for a considerable number of individuals, giving rise to numerous forms of alternative shopping platforms. While in traditional e-commerce the seller is usually a known brand, another trend emerged in recent years, where the seller can be virtually everyone. In this context, buyers interact with little-known or even non-professional sellers. Since research on consumers’ behavior in second-handed products selling platforms is still scarce, this study examines how brand experience is influenced by perceived risk and brand trust in this context. The research uses a hypothetical-deductive approach. Based on a sample of 185 consumers of an online marketplace for second-hand goods, data were collected by a structured questionnaire. A regression analysis model was used to conduct statistical analysis, and SPSS was used to execute the analysis. Findings show that low perceived risk and high brand trust are associated with a better brand experience. The research, despite being restricted to one particular online marketplace for second-handed products, provides evidence to support the relevance of such platforms in lowering risk and enhancing brand trust, as a way to offer a pleasant brand experience. |
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Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX GroupBrand trustPerceived riskBrand experienceSecond-hand productsOnline auctionThe widespread presence of the Internet in people’s lives has transformed the way consumers look for and buy a variety of goods and services. Shopping online is nowadays a popular way for a considerable number of individuals, giving rise to numerous forms of alternative shopping platforms. While in traditional e-commerce the seller is usually a known brand, another trend emerged in recent years, where the seller can be virtually everyone. In this context, buyers interact with little-known or even non-professional sellers. Since research on consumers’ behavior in second-handed products selling platforms is still scarce, this study examines how brand experience is influenced by perceived risk and brand trust in this context. The research uses a hypothetical-deductive approach. Based on a sample of 185 consumers of an online marketplace for second-hand goods, data were collected by a structured questionnaire. A regression analysis model was used to conduct statistical analysis, and SPSS was used to execute the analysis. Findings show that low perceived risk and high brand trust are associated with a better brand experience. The research, despite being restricted to one particular online marketplace for second-handed products, provides evidence to support the relevance of such platforms in lowering risk and enhancing brand trust, as a way to offer a pleasant brand experience.IBIMA Publishing2022-11-09T11:26:04Z2022-09-20T00:00:00Z2022-09-20info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/11328/4530eng1947-3788 (Electronic)10.5171/2022.872205Faria, SílviaFerreira, PedroGomes, SofiaGabriel, Carlainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-06-15T02:13:12ZPortal AgregadorONG |
dc.title.none.fl_str_mv |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
title |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
spellingShingle |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group Faria, Sílvia Brand trust Perceived risk Brand experience Second-hand products Online auction |
title_short |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
title_full |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
title_fullStr |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
title_full_unstemmed |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
title_sort |
Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group |
author |
Faria, Sílvia |
author_facet |
Faria, Sílvia Ferreira, Pedro Gomes, Sofia Gabriel, Carla |
author_role |
author |
author2 |
Ferreira, Pedro Gomes, Sofia Gabriel, Carla |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Faria, Sílvia Ferreira, Pedro Gomes, Sofia Gabriel, Carla |
dc.subject.por.fl_str_mv |
Brand trust Perceived risk Brand experience Second-hand products Online auction |
topic |
Brand trust Perceived risk Brand experience Second-hand products Online auction |
description |
The widespread presence of the Internet in people’s lives has transformed the way consumers look for and buy a variety of goods and services. Shopping online is nowadays a popular way for a considerable number of individuals, giving rise to numerous forms of alternative shopping platforms. While in traditional e-commerce the seller is usually a known brand, another trend emerged in recent years, where the seller can be virtually everyone. In this context, buyers interact with little-known or even non-professional sellers. Since research on consumers’ behavior in second-handed products selling platforms is still scarce, this study examines how brand experience is influenced by perceived risk and brand trust in this context. The research uses a hypothetical-deductive approach. Based on a sample of 185 consumers of an online marketplace for second-hand goods, data were collected by a structured questionnaire. A regression analysis model was used to conduct statistical analysis, and SPSS was used to execute the analysis. Findings show that low perceived risk and high brand trust are associated with a better brand experience. The research, despite being restricted to one particular online marketplace for second-handed products, provides evidence to support the relevance of such platforms in lowering risk and enhancing brand trust, as a way to offer a pleasant brand experience. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-11-09T11:26:04Z 2022-09-20T00:00:00Z 2022-09-20 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/11328/4530 |
url |
http://hdl.handle.net/11328/4530 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1947-3788 (Electronic) 10.5171/2022.872205 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
IBIMA Publishing |
publisher.none.fl_str_mv |
IBIMA Publishing |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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1777302557913251840 |