Abstract
The trend to shop secondhand products (SHPs) is accelerating owing to a substantial interest of customers particularly toward online shopping of SHPs. Drawing on the expectation–confirmation model (ECM), this study aims to examine the relationships among customer expectation, perceived enjoyment, perceived ease of use (PEOU), satisfaction, and repurchase intention of online shopping of used products. Data were collected using a convenience sampling technique from 400 Chinese shoppers often acquire used products online. The results revealed that expectation significantly affects perceived enjoyment, PEOU, and satisfaction. The findings further reported that perceived enjoyment has a positive influence on satisfaction and repurchase intention. Likewise, satisfaction has a positive direct effect on repurchase intention. Our results affirmed that satisfaction partially mediates the relationships among expectation, perceived enjoyment, and repurchase intention, whereas no mediation established among PEOU, satisfaction, and repurchase intention. Finally, an insignificant effect of PEOU on satisfaction and repurchase intention was observed. The study empirically furnishes insightful information for the organizations to offer SHPs online to enhance organizational profit. Theoretical and managerial implications along with research opportunities are reported.
Highlights
The scope of information technology (IT) has dramatically progressed in recent years
The results indicate that factor loadings (FL) values are above the recommended 0.7 level except for two items (PEOU1 and PEOU3)
This study furnishes an important step comprehending the relationships among EXP, Perceived enjoyment (PE), Perceived ease of use (PEOU), SAT, and Repurchase intention (RPI) of online secondhand products (SHPs) based on Bhattacherjee’s (2001) expectation–confirmation model (ECM) with empirical results
Summary
The scope of information technology (IT) has dramatically progressed in recent years Such expansion has widely been shifted the way of managing business operations. Customers prefer to buy online products because of convenience, product variety, time-saving, and easy to find an affordable price (Hennig-Thurau et al, 2010; Koong, Liu, Bai, & Wei, 2008; Waheed & Yang, 2018). To squeeze this trend, many companies provide the facility to buy SHPs online in China such as Taobao (Schaefer, 2016), Zhuanzhuan, and Kongfz. According to the recent report issued by Coresight.com, China’s recommerce or digital flea market is growing, which leads by two integrated platforms, for example, Taobao Xianyu and Zhuanzhuan with more than 90% combined market share (Deep dive: China’s online fashion recommerce market-part 1-2, 2017)
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