Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group
Date
2022-09-20
Embargo
Advisor
Coadvisor
Journal Title
Journal ISSN
Volume Title
Publisher
IBIMA Publishing
Language
English
Alternative Title
Abstract
The widespread presence of the Internet in people’s lives has transformed the way consumers look for and buy a variety of goods and services. Shopping online is nowadays a popular way for a considerable number of individuals, giving rise to numerous forms of alternative shopping platforms. While in traditional e-commerce the seller is usually a known brand, another trend emerged in recent years, where the seller can be virtually everyone. In this context, buyers interact with little-known or even non-professional sellers. Since research on consumers’ behavior in second-handed products selling platforms is still scarce, this study examines how brand experience is influenced by perceived risk and brand trust in this context. The research uses a hypothetical-deductive approach. Based on a sample of 185 consumers of an online marketplace for second-hand goods, data were collected by a structured questionnaire. A regression analysis model was used to conduct statistical analysis, and SPSS was used to execute the analysis. Findings show that low perceived risk and high brand trust are associated with a better brand experience. The research, despite being restricted to one particular online marketplace for second-handed products, provides evidence to support the relevance of such platforms in lowering risk and enhancing brand trust, as a way to offer a pleasant brand experience.
Keywords
Brand trust, Perceived risk, Brand experience, Second-hand products, Online auction
Document Type
Journal article
Publisher Version
10.5171/2022.872205
Dataset
Citation
Faria, S., Ferreira, P., Gomes, S. & Gabriel, C. (2022). Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group. IBIMA Business Review, 2022(872205), 1-14. https://doi.org/10.5171/2022.872205. Repositório Institucional UPT. http://hdl.handle.net/11328/4530
Identifiers
TID
Designation
Access Type
Open Access