A Cross-Cultural Investigation on Second-Hand Online Shopping Behaviour: An Abstract

Naser Valaei, Gregory Bressolles, Hamid Reza Panjeh Fouladgaran, Azar Shahgholian

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

Abstract

The advent of the Internet has facilitated the emergence of sustainable consumption where consumers can easily buy second-hand products through online platforms. Buying and selling used goods are not new. Second-hand consumption declined during the twentieth century, but it regained its popularity in the early twenty-first century (Ferraro et al., 2016) and has become a notable segment in several markets. Research on branded second-hand online shopping is scarce, and as a cross-cultural study, this research aims to investigate under what circumstances customers purchase branded second-hand products in online environment through websites and apps. A fuzzy technique for order of preference by similarity to ideal solution (fuzzy TOPSIS) was used on a set of factors by seven marketing professors to rank the most important variables (based on literature review) associated with branded second-hand online shopping behaviour. The results of Study 1 showed that need for uniqueness, price, brand involvement, brand nostalgia, and eco-consciousness were identified as main variables of branded second-hand online shopping behaviour. Furthermore, to examine the customers’ perspective on the extracted factors, this study used a survey approach from a sample of 261 Malaysian (Study 2) and 317 French (Study 3) branded second-hand online experienced shoppers. Covariance-based structural equation modelling was applied to assess the measurement, structural, and rival models. The findings indicate that price, eco-consciousness, and brand involvement are the main factors conducive to branded second-hand online shopping behaviour in both Malaysian and French samples. The results also imply that the need for uniqueness and brand nostalgia is not relevant to branded second-hand online shopping in both cultural settings. The findings of multi-group analysis reveal that there are no differences across gender groups in both samples. The low price of branded second-hand products is more important for Malaysian online shoppers than their French counterparts. Interestingly, the type of store implies that French app users are more committed to brands while French website users are more eco-conscious.
Original languageEnglish
Title of host publicationDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
Pages225-226
Number of pages2
DOIs
Publication statusPublished - 2023

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

Keywords

  • Cross-cultural study
  • Online shopping
  • Second hand
  • Sustainable buying behavior

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