The role of brand trust and perceived risk in shaping brand experience: The case of a second-hand online marketplace

Abstract

Massive use of the internet has changed the way individuals seek and purchase a wide variety of products and services. Current concerns about the planet's scarce resources, altogether, contribute to the trend towards a slow fashion and lower consumption of goods in general and the acceptance to buy second-hand products. This research aims to understand how brand trust and perceived risk influence the brand experience of an online marketplace of second-hand products. The study follows a hypothetical-deductive method. A questionnaire was applied to 185 participants of the online marketplace of second-hand products. Statistical analysis was performed using SPSS and hypothesis were tested by a regression analysis model. Findings indicate that the lower the risk, the higher the brand experience and highlight that the higher the brand trust, the greater the brand experience. Despite being limited to a specific online marketplace of second-hand products, the research provides data to support the importance of such platforms in reducing risk, inducing brand trust, and contributing to a positive brand experience.