Contextual effect of online second-hand shoppers' loyalty: a vendor comparison

Neus Vila-Brunet and Josep Llach

International Journal of Internet Marketing and Advertising, 2023, vol. 18, issue 4, 389-409

Abstract: How is loyalty achieved in online second-hand markets? Does the type of seller (professional or amateur) affect the level of satisfaction and loyalty of online second-hand shoppers? To address these questions, a loyalty model is proposed. The model identifies the relationships between the OSS-Qual quality scale and the dimensions of satisfaction and loyalty. Results identify that website satisfaction contributes three times more to shoppers' loyalty than do vendor and product satisfaction. Online second-hand shoppers' satisfaction and loyal behaviour are higher when the vendor is a professional. Strategies aimed at increasing website quality and professionalism is the most effective ones to ensure shoppers' loyalty.

Keywords: second-hand; online; satisfaction; loyalty; vendor; business-to-peer; B2P; peer-to-peer; P2P. (search for similar items in EconPapers)
Date: 2023
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