Cargando…

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...

Descripción completa

Detalles Bibliográficos
Autores principales: Jang, Yumi, Kim, Seongcheol
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
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
_version_ 1784913423628238848
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
work_keys_str_mv AT jangyumi thefactorsinfluencinguserstrustinandloyaltytoconsumertoconsumersecondhandmarketplaceplatform
AT kimseongcheol thefactorsinfluencinguserstrustinandloyaltytoconsumertoconsumersecondhandmarketplaceplatform
AT jangyumi factorsinfluencinguserstrustinandloyaltytoconsumertoconsumersecondhandmarketplaceplatform
AT kimseongcheol factorsinfluencinguserstrustinandloyaltytoconsumertoconsumersecondhandmarketplaceplatform