Modelling Consumer Aversion and Trade – offs towards Pre-Purchase Risk Factors in Online Second-hand Goods Market

The market for second-hand goods continues to record strong growth in most economies around the world. However, as the second-hand market evolves, especially with the adoption of online e-commerce platforms, consumers’ inclination for second-hand goods have also become complex. Whiles online transactions pose several risks to the consumer, the addition of used goods intensifies the risks to the user. As the risk factors brought about by online second-hand goods transactions persist, the relative importance or the level of aversion of these risks (weights) to the consumer have not clearly emerged. In view of this, this thesis proposes a model that would aid second-hand vendors to study and analyze the relative importance of prepurchasing risks factors that consumers consider in online second-hand goods market. The model focused on understanding consumer aversion to pre-purchasing risk factors in online second-hand goods transactions in a trade-off setting. Thus, what risk factors are consumers willing to trade-off when contemplating on purchasing used goods online? Furthermore, the influence of perceived risk factors is studied across different demographic profiles to understand the uniqueness of the online used goods purchaser and their preferences. Both qualitative and quantitative research methods (mixed) were adopted; whiles primary and secondary data collection approaches were adhered for gathering information. The findings from this research did not only add to stock of existing theory, but also has the potential of assisting managers to understand the complexities involved in the online secondhand goods market. Hence, to take the cue of the value proposition of customers so far as risk to avert the customer is concerned. The managerial implication is that the competitive and sustainable ability of a company is positively related to its ability to realize and measure the weighty role individuals’/customers’ risk plays in consumer decisions making. Thus, for online used goods vendors to be successful in consumer markets, they do not have to concentrate only on their internal activities, but also, they must understand and take precautionary measures regarding risk factors that might avert the customer from patronizing their business.

ISBN:	978-80-7454-803-1
EAN:	9788074548031
Počet stran	43 stran
Datum vydání	19. 11. 2018
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Michael Adu Kwarteng
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	1 - Ekonomika
	Neprodejná publikace. Publikaci je možné poptávat zde: Vydáno elektronicky - Volně dostupné na http://hdl.handle.net/10563/43765