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The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform
This study investigates the factors influencing users’ trust in and loyalty to Karrot, a Korean consumer-to-consumer secondhand marketplace platform. This research develops a model with key variables based on the dual model of post-adoption phenomena and adds variables reflecting the specific contex...
Autores principales: | , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10044753/ https://www.ncbi.nlm.nih.gov/pubmed/36975267 http://dx.doi.org/10.3390/bs13030242 |
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author | Jang, Yumi Kim, Seongcheol |
author_facet | Jang, Yumi Kim, Seongcheol |
author_sort | Jang, Yumi |
collection | PubMed |
description | This study investigates the factors influencing users’ trust in and loyalty to Karrot, a Korean consumer-to-consumer secondhand marketplace platform. This research develops a model with key variables based on the dual model of post-adoption phenomena and adds variables reflecting the specific context of Karrot. An online survey of 305 Karrot users was conducted in South Korea during 19–23 May 2022; the data obtained were analyzed by SEM. The results reveal that two types of trust—trust in Karrot and mutual trust among Karrot users—are direct antecedents of loyalty. Mutual trust among Karrot users is an essential predictor of trust in Karrot. Economic benefits and perceived platform functionality are positively associated with trust in Karrot. Psychological ownership and information interactions were shown to be the important determinants of mutual trust among Karrot users. This study contributes to extending the horizons of post-adoption research by understanding users’ affective and practical motivations for trust and loyalty and by confirming the significant role of two types of trust in forming loyalty. Moreover, this study also provides implications for practitioners of C2C secondhand market platforms to develop their management strategies and expand their customer base. |
format | Online Article Text |
id | pubmed-10044753 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-100447532023-03-29 The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform Jang, Yumi Kim, Seongcheol Behav Sci (Basel) Article This study investigates the factors influencing users’ trust in and loyalty to Karrot, a Korean consumer-to-consumer secondhand marketplace platform. This research develops a model with key variables based on the dual model of post-adoption phenomena and adds variables reflecting the specific context of Karrot. An online survey of 305 Karrot users was conducted in South Korea during 19–23 May 2022; the data obtained were analyzed by SEM. The results reveal that two types of trust—trust in Karrot and mutual trust among Karrot users—are direct antecedents of loyalty. Mutual trust among Karrot users is an essential predictor of trust in Karrot. Economic benefits and perceived platform functionality are positively associated with trust in Karrot. Psychological ownership and information interactions were shown to be the important determinants of mutual trust among Karrot users. This study contributes to extending the horizons of post-adoption research by understanding users’ affective and practical motivations for trust and loyalty and by confirming the significant role of two types of trust in forming loyalty. Moreover, this study also provides implications for practitioners of C2C secondhand market platforms to develop their management strategies and expand their customer base. MDPI 2023-03-09 /pmc/articles/PMC10044753/ /pubmed/36975267 http://dx.doi.org/10.3390/bs13030242 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Jang, Yumi Kim, Seongcheol The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform |
title | The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform |
title_full | The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform |
title_fullStr | The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform |
title_full_unstemmed | The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform |
title_short | The Factors Influencing Users’ Trust in and Loyalty to Consumer-to-Consumer Secondhand Marketplace Platform |
title_sort | factors influencing users’ trust in and loyalty to consumer-to-consumer secondhand marketplace platform |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10044753/ https://www.ncbi.nlm.nih.gov/pubmed/36975267 http://dx.doi.org/10.3390/bs13030242 |
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