Brand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Group

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dc.contributor.authorGabriel, Carla
dc.contributor.authorFaria, Sílvia
dc.contributor.authorGomes, Sofia
dc.contributor.authorFerreira, Pedro
dc.date.accessioned2022-11-09T11:26:04Z
dc.date.available2022-11-09T11:26:04Z
dc.date.issued2022-09-20
dc.description.abstractThe 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.pt_PT
dc.identifier.citationFaria, 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/11328/4530pt_PT
dc.identifier.doi10.5171/2022.872205pt_PT
dc.identifier.issn1947-3788 (Electronic)
dc.identifier.urihttp://hdl.handle.net/11328/4530
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIBIMA Publishingpt_PT
dc.relation.publisherversionhttps://ibimapublishing.com/articles/IBIMABR/2022/872205pt_PT
dc.rightsopen accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBrand trustpt_PT
dc.subjectPerceived riskpt_PT
dc.subjectBrand experiencept_PT
dc.subjectSecond-hand productspt_PT
dc.subjectOnline auctionpt_PT
dc.titleBrand experience, trust, and perceived risk in a second-hand online marketplace: the case of OLX Grouppt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.issue872205pt_PT
degois.publication.lastPage14pt_PT
degois.publication.titleIBIMA Business Reviewpt_PT
degois.publication.volume2022pt_PT
dspace.entity.typePublicationen
person.affiliation.nameREMIT – Research on Economics, Management and Information Technologies
person.affiliation.nameREMIT - Research on Economics, Management and Information Technologies
person.familyNameFaria
person.familyNameGomes
person.familyNameFerreira
person.givenNameSílvia
person.givenNameSofia
person.givenNamePedro
person.identifier.ciencia-id1D19-2036-56AF
person.identifier.ciencia-idB415-29D7-EC1A
person.identifier.ciencia-idAC15-11F0-83AF
person.identifier.orcid0000-0002-7672-3972
person.identifier.orcid0000-0002-0326-0655
person.identifier.orcid0000-0002-6506-7869
person.identifier.ridAEE-0340-2022
person.identifier.ridAAX-9149- 2021
person.identifier.ridG-5855-2015
person.identifier.scopus-author-id57216458139
person.identifier.scopus-author-id36983012600
person.identifier.scopus-author-id56166174000
relation.isAuthorOfPublication8386d958-d5bd-4108-a2a5-dfb226529fdf
relation.isAuthorOfPublication05ebcd91-a47c-4480-bf6a-7865f2014dc2
relation.isAuthorOfPublication44e2395d-c2cf-4c8c-af39-28c3062c9195
relation.isAuthorOfPublication.latestForDiscovery8386d958-d5bd-4108-a2a5-dfb226529fdf

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