Buying behavior of Japanese second-hand furniture: Online channels; Facebook and Instagram

Abstract

This research aims to study consumer behavior and factors related to the decision-making process of buying second-hand furniture from Japan through online channels, namely Facebook and Instagram. The research employed a survey with 384 participants, using descriptive statistics, frequency, percentages, averages, and Chi-Square testing to examine the relationship between two variables. The results showed that female participants were more prevalent than males, with the majority aged between 20 and 40 years old. Most of the participants had an income range of 30,001 - 50,000 baht, and the majority were self-employed. The most popular type of product purchased was sofas/chairs, bought primarily for personal use. Most customers discovered the products through store advertisements. The highest frequency of purchases occurred on weekdays (Monday-Friday) between the hours of 18:00-23:59. Most customers would inquire about additional information from the stores before deciding to make a purchase, with the majority making the purchasing decision by themselves. In terms of motivation, a high percentage (67.0%) of the participants had a strong intention to buy second-hand furniture from Japan. A significant proportion (57.6%) also expressed a high level of preference for second-hand Japanese furniture. In terms of brand value, 45.2% of participants found it highly influential in their decision to buy second-hand furniture from Japan, while 33.0% found it moderately influential. The perceived safety and trustworthiness of Facebook and Instagram were moderately influential in their purchase decision, with 42.9% of participants agreeing. The aesthetic appeal of product images displayed on the Facebook or Instagram platforms was found to be highly influential (60.4%) in their purchase decision. The convenience and service quality of stores on the Facebook or Instagram platforms were also found to be highly influential (59.1%) in their purchase decision. The current COVID-19 situation was found to significantly affect their decision to buy second-hand furniture from Japan, with 53.6% agreeing. Therefore, entrepreneurs can use the data from this study as guidelines to effectively improve their online second-hand furniture business.