Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 52, No. 5, pp.1003-1043
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2023
Received 11 Jul 2023 Accepted 01 Aug 2023
DOI: https://doi.org/10.17287/kmr.2023.52.5.1003

What Makes People Purchase Used Products Online? Focusing on the Roles of Consumer Value, Platform Attachment, and Consumer Engagement

Henry Ofori ; Juyoung Kang ; Sung-Byung Yang
(First Author) Department of Business Analytics, Ajou University henryofori@ajou.ac.kr
(Corresponding Author) Department of e-Business, Ajou University jykang@ajou.ac.kr
(Co-Author) School of Management, Kyung Hee University sbyang@khu.ac.kr
중고 상품 온라인 구매 동기에 대한 연구: 고객가치, 플랫폼 애착, 고객 관여도를 중심으로


Copyright 2023 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Consumer-to-consumer (C2C) platforms have seen tremendous growth recently with most studies focusing on C2C platform for ridesharing and accommodation. However, little studies have explored C2C platform for used product transaction and the relevant factors that influence its continuous usage and recommendation. This study explores how consumer value serves as an antecedent of consumer engagement and platform attachment, leading to continuous use and recommendation intentions of C2C used-product platforms through the lens of uses and gratification theory. Analyzing the structural equation model with survey responses from experienced users of C2C used-product platforms reveals that multi-dimensional consumer values significantly influence consumer engagement and platform attachment. Consumer engagement is observed to substantially impact continuous use intention and recommendation intention of C2C used-product platforms. In contrast, platform attachment significantly affects only recommendation intention. A multi-group analysis, however, shows that platform type (i.e., community-based connector vs. supportive models) does not moderate the strength of the relationship between the exogenous and endogenous constructs of the research model. The results raise a favorable theoretical implication for future and practical implications for C2C used product and e-commerce firms.

Keywords:

C2C used-product platform, Consumer value, Consumer engagement, Platform attachment, Continuous use intention, Recommendation intention, Uses and gratification theory

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2021S1A3A2A02089039).

References

  • Abdul-Ghani, E., K. F. Hyde, and R. Marshall(2019), “Conceptualising Engagement in a Consumer-to-Consumer Context,” Australasian Marketing Journal (AMJ), 27(1), pp.2-13. [https://doi.org/10.1016/j.ausmj.2018.06.004]
  • Altin Gumussoy, C., A. Kaya, and S. B. Unal(2020), Motivators for the Second-Hand Shopping through Mobile Commerce. Paper presented at the Industrial Engineering in the Digital Disruption Era, Cham. [https://doi.org/10.1007/978-3-030-42416-9_23]
  • Anderson, E. W.(1998), “Customer Satisfaction and Word of Mouth,” Journal of Service Research, 1(1), pp.5-17. [https://doi.org/10.1177/109467059800100102]
  • Ashraf, R. U., F. Hou, and W. Ahmad(2019), “Understanding Continuance Intention to Use Social Media in China: The Roles of Personality Drivers, Hedonic Value, and Utilitarian Value,” International Journal of Human–Computer Interaction, 35(13), pp.1216-1228. [https://doi.org/10.1080/10447318.2018.1519145]
  • Bae, J., and C. Kim(2015), Identifying the Factors to Influence Product Attachment through Product Fandom Phenomenon. Paper presented at the DS 80-9 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 9: User-Centred Design, Design of Socio-Technical systems, Milan, Italy, 27-30.07. 15.
  • Baldus, B. J., C. Voorhees, and R. Calantone(2015), “Online Brand Community Engagement: Scale Development and Validation,” Journal of Business Research, 68(5), pp.978-985. [https://doi.org/10.1016/j.jbusres.2014.09.035]
  • Belk, R.(2014), “You Are What You Can Access: Sharing and Collaborative Consumption Online,” Journal of Business Research, 67(8), pp.1595-1600. [https://doi.org/10.1016/j.jbusres.2013.10.001]
  • Bentler, P. M., and D. G. Bonett(1980), “Significance Tests and Goodness of Fit in the Analysis of Covariance Structures,” Psychological Bulletin, 88(3), pp.588-606. [https://doi.org/10.1037/0033-2909.88.3.588]
  • Booker, A.(2021, 10), Secondhand Luxury Platform Profile: Alibaba’s Idle Fish. https://jingdaily.com/secondhand-luxury-platform-profile-alibabas-idle-fish/
  • Botsman, R., and R. Rogers(2010), What’s Mine Is Yours: The Rise of Collaborative Consumption (Vol.1). New York: Harper Collins.
  • Bouman, T., L. Steg, and H. A. Kiers(2018), “Measuring Values in Environmental Research: A Test of an Environmental Portrait Value Questionnaire,” Frontiers in Psychology, 9, pp.564. [https://doi.org/10.3389/fpsyg.2018.00564]
  • Bowden, J.(2009), “Customer Engagement: A Frame-work for Assessing Customer-Brand Relationships: The Case of the Restaurant Industry,” Journal of Hospitality Marketing & Management, 18(6), pp.574-596. [https://doi.org/10.1080/19368620903024983]
  • Bowlby, J.(1982), “Attachment and Loss: Retrospect and Prospect,” American Kournal of Orthopsychiatry, 52(4), pp.664-678. [https://doi.org/10.1111/j.1939-0025.1982.tb01456.x]
  • Brodie, R. J., L. D. Hollebeek, B. Jurić, and A. Ilić(2011), “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research,” Journal of Service Research, 14(3), pp.252-271. [https://doi.org/10.1177/1094670511411703]
  • Budiardjo, E. K., G. Pamenan, A. N. Hidayanto, and E. Cofriyanti(2017), “The Impact of Knowledge Management System Quality on the Usage Continuity and Recommendation Intention,” Knowledge Management & E-Learning: An International Journal, 9(2), pp.200-224. [https://doi.org/10.34105/j.kmel.2017.09.012]
  • Cai, J., and D. Y. Wohn(2019). Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations. Paper presented at the Proceedings of the 52nd Hawaii International Conference on System Sciences. [https://doi.org/10.24251/HICSS.2019.307]
  • Calder, B. J., E. C. Malthouse, and U. Schaedel(2009), “An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness,” Journal of Interactive Marketing, 23(4), pp.321-331. [https://doi.org/10.1016/j.intmar.2009.07.002]
  • Casaló, L. V., C. Flavián, and S. Ibáñez-Sánchez(2021), “Be Creative, My Friend! Engaging Users on Instagram by Promoting Positive Emotions,” Journal of Business Research, 130, pp.416-425. [https://doi.org/10.1016/j.jbusres.2020.02.014]
  • Chan, T. K. H., X. Zheng, C. M. K. Cheung, M. K. O. Lee, and Z. W. Y. Lee(2014), “Antecedents and Consequences of Customer Engagement in Online Brand Communities,” Journal of Marketing Analytics, 2(2), pp.81-97. [https://doi.org/10.1057/jma.2014.9]
  • Chaudhuri, A., K. Aboulnasr, and M. Ligas(2010), “Emotional Responses on Initial Exposure to a Hedonic or Utilitarian Description of a Radical Innovation,” Journal of Marketing Theory and Practice, 18(4), pp.339-359. [https://doi.org/10.2753/MTP1069-6679180403]
  • Chen, J., C. Zhang, and Y. Xu(2009), “The Role of Mutual Trust in Building Members' Loyalty to a C2c Platform Provider,” International Journal of Electronic Commerce, 14(1), pp.147-171. [https://doi.org/10.2753/JEC1086-4415140105]
  • Chen, Y.-R. R.(2017), “Perceived Values of Branded Mobile Media, Consumer Engagement, Business-Consumer Relationship Quality and Purchase Intention: A Study of Wechat in China,” Public Relations Review, 43(5), pp.945-954. [https://doi.org/10.1016/j.pubrev.2017.07.005]
  • Chen, Y., and T. Moon(2015), “An Empirical Study on Consumer's Continuous Usage Intention of Smartphone Services in China,” The Journal of Information Systems, 24(1), pp.95-117. [https://doi.org/10.5859/KAIS.2015.24.1.95]
  • Cheung, C. M. K., X. Zheng, and M. K. O. Lee(2014). Customer Loyalty to C2c Online Shopping Platforms: An Exploration of the Role of Customer Engagement. Paper presented at the 2014 47th Hawaii International Conference on System Sciences. 6-9 Jan. 2014 [https://doi.org/10.1109/HICSS.2014.382]
  • Chin, W. W.(1998), “Commentary: Issues and Opinion on Structural Equation Modeling,” MIS Quarterly, 22(1), pp.vii-xvi.
  • Cho, W.-C., K. Y. Lee, and S.-B. Yang(2019), “What Makes You Feel Attached to Smartwatches? The Stimulus–Organism–Response (S–O–R) Perspectives,” Information Technology & People, 32(2), pp.319-343. [https://doi.org/10.1108/ITP-05-2017-0152]
  • Choi, N.(2013), “Information Systems Attachment: An Empirical Exploration of Its Antecedents and Its Impact on Community Participation Intention,” Journal of the American Society for Information Science and Technology, 64(11), pp.2354-2365. [https://doi.org/10.1002/asi.22939]
  • Claffey, E., and M. Brady(2014), “A Model of Consumer Engagement in a Virtual Customer Environment,” Journal of Customer Behaviour, 13(4), pp.325-346. [https://doi.org/10.1362/147539214X14185702584405]
  • Culha, O.(2020), “The Effect of Food Festival Quality on Place Attachment and Destination Recommendation Intention through Festival Experience and Festival Satisfaction: The Case of the Didim International Olive Festival,” Journal of Convention & Event Tourism, 21(5), pp.387-416. [https://doi.org/10.1080/15470148.2020.1775743]
  • Ek Styvén, M., and M. M. Mariani(2020), “Understanding the Intention to Buy Secondhand Clothing on Sharing Economy Platforms: The Influence of Sustainability, Distance from the Consumption System, and Economic Motivations,” Psychology & Marketing, 37(5), pp.724-739. [https://doi.org/10.1002/mar.21334]
  • Ert, E., A. Fleischer, and N. Magen(2016), “Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb,” Tourism Management, 55, pp.62-73. [https://doi.org/10.1016/j.tourman.2016.01.013]
  • Escalas, J. E., and J. R. Bettman(2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands,” Journal of Consumer Psychology, 13(3), pp.339-348. [https://doi.org/10.1207/S15327663JCP1303_14]
  • Finn, A., L. Wang, and T. Frank(2009), “Attribute Perceptions, Customer Satisfaction and Intention to Recommend E-Services,” Journal of Interactive Marketing, 23(3), pp.209-220. [https://doi.org/10.1016/j.intmar.2009.04.006]
  • Flavián, C., S. Ibáñez-Sánchez, and C. Orús(2021), “Impacts of Technological Embodiment through Virtual Reality on Potential Guests’ Emotions and Engagement,” Journal of Hospitality Marketing & Management, 30(1), pp.1-20. [https://doi.org/10.1080/19368623.2020.1770146]
  • Fornell, C., and D. F. Larcker(1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1), pp.39-50. [https://doi.org/10.1177/002224378101800104]
  • Friedrich, B.(2016). Smitten with Technology–an Attachment Theory Approach. Paper presented at the Research Papers. http://aisel.aisnet.org/ecis2016_rp/5
  • Garson, G. D.(2016), Partial Least Squares. Regression and Structural Equation Models: Statistical Publishing Associates.
  • Ghorbanzadeh, D., and A. Rahehagh(2021), “Emotional Brand Attachment and Brand Love: The Emotional Bridges in the Process of Transition from Satisfaction to Loyalty,” Rajagiri Management Journal, 15(1), pp.16-38. [https://doi.org/10.1108/RAMJ-05-2020-0024]
  • Gogan, I. C. W., Z. Zhang, and E. D. Matemba(2018), “Impacts of Gratifications on Consumers’ Emotions and Continuance Use Intention: An Empirical Study of Weibo in China,” Sustainability, 10(9), pp.3162. [https://doi.org/10.3390/su10093162]
  • Graul, A. R., and A. R. Brough(2021), “Why We Don't Rent What Others Love: The Role of Product Attachment in Consumer-to-Consumer Transactions,” Journal of Consumer Psychology, 31(2), pp.329-341. [https://doi.org/10.1002/jcpy.1193]
  • Guiot, D., and D. Roux(2010), “A Second-Hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers,” Journal of Retailing, 86(4), pp.355-371. [https://doi.org/10.1016/j.jretai.2010.08.002]
  • Ha, Y. W., J. Kim, C. F. Libaque-Saenz, Y. Chang, and M.-C. Park(2015), “Use and Gratifications of Mobile Snss: Facebook and Kakaotalk in Korea,” Telematics and Informatics, 32(3), pp.425-438. [https://doi.org/10.1016/j.tele.2014.10.006]
  • Hair, J. F., C. M. Ringle, and M. Sarstedt(2011), “Pls-Sem: Indeed a Silver Bullet,” Journal of Marketing Theory and Practice, 19(2), pp.139-152. [https://doi.org/10.2753/MTP1069-6679190202]
  • Hamari, J., M. Sjöklint, and A. Ukkonen(2016), “The Sharing Economy: Why People Participate in Collaborative Consumption,” Journal of the association for information science and technology, 67(9), pp.2047-2059. [https://doi.org/10.1002/asi.23552]
  • Harrigan, P., U. Evers, M. P. Miles, and T. Daly(2018), “Customer Engagement and the Relationship between Involvement, Engagement, Self-Brand Connection and Brand Usage Intent,” Journal of Business Research, 88, pp.388-396. [https://doi.org/10.1016/j.jbusres.2017.11.046]
  • Hasugian, J., A. M. Nasution, and I. Muda(2019), “Discrepancy of Gratification Sought and Gratification Obtained in Use of Print and Electronic Information Resources Based on Gender and Field of Science at Universit of Sumatera Utara Library, Indonesia,” Journal of Management Information & Decision Sciences, 22(4).
  • He, D., Y. Lu, and D. Zhou(2008), “Empirical Study of Consumers' Purchase Intentions in C2c Electronic Commerce,” Tsinghua Science & Technology, 13(3), pp.287-292. [https://doi.org/10.1016/S1007-0214(08)70046-4]
  • Henseler, J., C. M. Ringle, and M. Sarstedt(2016), “Testing Measurement Invariance of Composites Using Partial Least Squares,” International Marketing Review, 33(3), pp.405-431. [https://doi.org/10.1108/IMR-09-2014-0304]
  • Hicks, A., S. Comp, J. Horovitz, M. Hovarter, M. Miki, and J. L. Bevan(2012), “Why People Use Yelp.Com: An Exploration of Uses and Gratifications,” Computers in Human Behavior, 28(6), pp.2274-2279. [https://doi.org/10.1016/j.chb.2012.06.034]
  • Hollebeek, L. D., M. S. Glynn, and R. J. Brodie(2014), “Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation,” Journal of Interactive Marketing, 28(2), pp.149-165. [https://doi.org/10.1016/j.intmar.2013.12.002]
  • Hsiao, J. C.-Y., and T. R. Dillahunt(2021), More Than Shared Ethnicity: Shared Identity’s Role in Transnational Newcomers’ Trust in Local Consumer-to-Consumer E-Commerce Extended Abstracts of the 2021 Chi Conference on Human Factors in Computing Systems (pp.Article 374): Association for Computing Machinery. [https://doi.org/10.1145/3411763.3451736]
  • Huang, C.-H.(2021), “Exploring the Continuous Usage Intention of Online Learning Platforms from the Perspective of Social Capital,” Information, 12(4), pp.141. [https://doi.org/10.3390/info12040141]
  • Huang, E., and C.-C. Liu(2010), “A Study on Trust Building and Its Derived Value in C2c E-Commerce,” Journal of Global Business Management, 6(1), pp.186-195.
  • Huang, Q., X. Chen, C. X. Ou, R. M. Davison, and Z. Hua(2017), “Understanding Buyers' Loyalty to a C2c Platform: The Roles of Social Capital, Satisfaction and Perceived Effectiveness of E-Commerce Institutional Mechanisms,” Information Systems Journal, 27(1), pp.91-119. [https://doi.org/10.1111/isj.12079]
  • Huo, J., and H. Qu(2016). Design and Implementation of a Second-Hand Items Trading Platform Based on Android. Paper presented at the 2016 5th International Conference on Computer Science and Network Technology (ICCSNT). 10-11 Dec. 2016 [https://doi.org/10.1109/ICCSNT.2016.8069371]
  • Hussain, A., G. Shabir, and H. Taimoor Ul(2020), “Cognitive Needs and Use of Social Media: A Comparative Study of Gratifications Sought and Gratification Obtained,” Information Discovery and Delivery, 48(2), pp.79-90. [https://doi.org/10.1108/IDD-11-2019-0081]
  • Jahromi, M. F., and T. Zhang(2020), A Conceptual Framework of Value Sharing in the Sharing Economy. In I. R. de Luna, À. Fitó-Bertran, J. Lladós-Masllorens, & F. Liébana-Cabanillas (Eds.), Sharing Economy and the Impact of Collaborative Consumption (pp.1-20). Hershey, PA, USA: IGI Global. [https://doi.org/10.4018/978-1-5225-9928-9.ch001]
  • Japutra, A., Y. Ekinci, and L. Simkin(2014), “Exploring Brand Attachment, Its Determinants and Outcomes,” Journal of Strategic Marketing, 22(7), pp.616-630. [https://doi.org/10.1080/0965254X.2014.914062]
  • Jiang, Y., and A. K. W. Lau(2021), “Roles of Consumer Trust and Risks on Continuance Intention in the Sharing Economy: An Empirical Investigation,” Electronic Commerce Research and Applications, 47, pp.101050. [https://doi.org/10.1016/j.elerap.2021.101050]
  • Jin, B. S., S. H. Yoon, and Y. G. Ji(2013), “Development of a Continuous Usage Model for the Adoption and Continuous Usage of a Smartphone,” International Journal of Human-Computer Interaction, 29(9), pp.563-581. [https://doi.org/10.1080/10447318.2012.729997]
  • Joo, J. H(2017), “Motives for Participating in Sharing Economy: Intentions to Use Car Sharing Services,” Journal of Distribution Science, 15(2), pp.21-26. [https://doi.org/10.15722/jds.15.2.201702.21]
  • Katz, E., H. Haas, and M. Gurevitch(1973), “On the Use of the Mass Media for Important Things,” American Sociological Review, 38(2), pp.164-181. [https://doi.org/10.2307/2094393]
  • Kim, E., and S. Yoon(2021), “Social Capital, User Motivation, and Collaborative Consumption of Online Platform Services,” Journal of Retailing and Consumer Services, 62, pp.102651. [https://doi.org/10.1016/j.jretconser.2021.102651]
  • Kim, I., H. J. Jung, and Y. Lee(2021), “Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing,” Sustainability, 13(3), pp.1208. [https://doi.org/10.3390/su13031208]
  • Kujur, F., and S. Singh(2018), “Emotions as Predictor for Consumer Engagement in Youtube Advertisement,” Journal of Advances in Management Research, 15(2), pp.184-197. [https://doi.org/10.1108/JAMR-05-2017-0065]
  • Lang, C., and C. M. Joyner Armstrong(2018), “Collaborative Consumption: The Influence of Fashion Leadership, Need for Uniqueness, and Materialism on Female Consumers’ Adoption of Clothing Renting and Swapping,” Sustainable Production and Consumption, 13, pp.37-47. [https://doi.org/10.1016/j.spc.2017.11.005]
  • LaRose, R., and M. S. Eastin(2004), “A Social Cognitive Theory of Internet Uses and Gratifications: Toward a New Model of Media Attendance,” Journal of Broadcasting & Electronic Media, 48(3), pp.358-377. [https://doi.org/10.1207/s15506878jobem4803_2]
  • Lee, K. Y., L. Sheehan, K. Lee, and Y. Chang(2021), “The Continuation and Recommendation Intention of Artificial Intelligence-Based Voice Assistant Systems (Aivas): The Influence of Personal Traits,” Internet Research, 31(5), pp.1899-1939. [https://doi.org/10.1108/INTR-06-2020-0327]
  • Lee, S.-b.(2020, August 17, 2020), Secondhand Stuff Gains Popularity Amid Covid-19 Pandemic. http://www.koreaherald.com/view.php?ud=20200813000719
  • Lee, S., and B. G. Kim(2020), “The Impact of Individual Motivations and Social Capital on the Continuous Usage Intention of Mobile Social Apps,” Sustainability, 12(20), pp.8364. [https://doi.org/10.3390/su12208364]
  • Lee, Z. W. Y., T. K. H. Chan, M. S. Balaji, and A. Y.-L. Chong(2018), “Why People Participate in the Sharing Economy: An Empirical Investigation of Uber,” Internet Research, 28(3), pp.829-850. [https://doi.org/10.1108/IntR-01-2017-0037]
  • Leismann, K., M. Schmitt, H. Rohn, and C. Baedeker(2013), “Collaborative Consumption: Towards a Resource-Saving Consumption Culture,” Resources, 2(3), pp.184-203. [https://doi.org/10.3390/resources2030184]
  • Leonard, L. N. K.(2010). C2c Mobile Commerce: Acceptance Factors. In I. Lee (Ed.), Encyclopedia of E-Business Development and Management in the Global Economy (pp.759-767). Hershey, PA, USA: IGI Global. [https://doi.org/10.4018/978-1-61520-611-7.ch076]
  • Leonard, L. N. K.(2016). Factors of Impact on C2c Mobile Commerce. In I. Lee (Ed.), Encyclopedia of E-Commerce Development, Implementation, and Management (pp.1359-1369). Hershey, PA, USA: IGI Global. [https://doi.org/10.4018/978-1-4666-9787-4.ch096]
  • Li, J., K. K. F. So, and S. Hudson(2023), “Customer Responses to the Airbnb Platform: The Role of Airbnb Experience and Memorability,” International Journal of Contemporary Hospitality Management, 35(3), pp.1068-1086. [https://doi.org/10.1108/IJCHM-07-2022-0821]
  • Li, M.-W., H.-Y. Teng, and C.-Y. Chen(2020), “Unlocking the Customer Engagement-Brand Loyalty Relationship in Tourism Social Media: The Roles of Brand Attachment and Customer Trust,” Journal of Hospitality and Tourism Management, 44, pp.184-192. [https://doi.org/10.1016/j.jhtm.2020.06.015]
  • Limayem, M., S. G. Hirt, and C. M. K. Cheung(2007), “How Habit Limits the Predictive Power of Intention: The Case of Information Systems Continuance,” MIS Quarterly, 31(4), pp.705-737. [https://doi.org/10.2307/25148817]
  • Lin, C. P., and A. Bhattacherjee(2010), “Extending Technology Usage Models to Interactive Hedonic Technologies: A Theoretical Model and Empirical Test,” Information Systems Journal, 20(2), pp.163-181. [https://doi.org/10.1111/j.1365-2575.2007.00265.x]
  • Liu, W., W. Shao, and Q. Wang(2021), “Psychological Distance from Environmental Pollution and Willingness to Participate in Second-Hand Online Transactions: An Experimental Survey in China,” Journal of Cleaner Production, 281, pp.124656. [https://doi.org/10.1016/j.jclepro.2020.124656]
  • Liu, Y., Y. Kou, Z. Guan, J. Hu, and B. Pu(2020), “Exploring Hotel Brand Attachment: The Mediating Role of Sentimental Value,” Journal of Retailing and Consumer Services, 55, pp.102143. [https://doi.org/10.1016/j.jretconser.2020.102143]
  • Lo, O. W.-Y., and L. Leung(2009), “Effects of Gratification-Opportunities and Gratifications-Obtained on Preferences of Instant Messaging and E-Mail among College Students,” Telematics and Informatics, 26(2), pp.156-166. [https://doi.org/10.1016/j.tele.2008.06.001]
  • Loureiro, S. M. C.(2014), “The Role of the Rural Tourism Experience Economy in Place Attachment and Behavioral Intentions,” International Journal of Hospitality Management, 40, pp.1-9. [https://doi.org/10.1016/j.ijhm.2014.02.010]
  • Luo, N., Y. Wang, M. Zhang, T. Niu, and J. Tu(2020), “Integrating Community and E-Commerce to Build a Trusted Online Second-Hand Platform: Based on the Perspective of Social Capital,” Technological Forecasting and Social Change, 153, pp.119913. [https://doi.org/10.1016/j.techfore.2020.119913]
  • Ma, Y.(2021), “To Shop or Not: Understanding Chinese Consumers’ Live-Stream Shopping Intentions from the Perspectives of Uses and Gratifications, Perceived Network Size, Perceptions of Digital Celebrities, and Shopping Orientations,” Telematics and Informatics, 59, pp.101562. [https://doi.org/10.1016/j.tele.2021.101562]
  • Malthouse, E. C., and B. J. Calder(2015). Creating Brand Engagement on Digital, Social and Mobile Media Customer Engagement (pp.103-119): Routledge.
  • Martínez-López, F. J., R. Anaya-Sánchez, S. Molinillo, R. Aguilar-Illescas, and I. Esteban-Millat(2017), “Consumer Engagement in an Online Brand Community,” Electronic Commerce Research and Applications, 23, pp.24-37. [https://doi.org/10.1016/j.elerap.2017.04.002]
  • Martin, C. J., P. Upham, and R. Klapper(2017), “Democratising Platform Governance in the Sharing Economy: An Analytical Framework and Initial Empirical Insights,” Journal of Cleaner Production, 166, pp.1395-1406. [https://doi.org/10.1016/j.jclepro.2017.08.123]
  • Matzler, K., V. Veider, and W. Kathan(2015). Adapting to the Sharing Economy: Mit Cambridge, MA, USA.
  • Messner, W.(2020), “Understanding the Influence of Culture on Customer Engagement and Recommendation Intentions,” Journal of Strategic Marketing, pp.1-25.
  • Molinillo, S., R. Anaya-Sánchez, and F. Liébana-Cabanillas(2020), “Analyzing the Effect of Social Support and Community Factors on Customer Engagement and Its Impact on Loyalty Behaviors toward Social Commerce Websites,” Computers in Human Behavior, 108, pp.105980. [https://doi.org/10.1016/j.chb.2019.04.004]
  • Morar, D. D.(2013), “An Overview of the Consumer Value Literature–Perceived Value, Desired Value,” Marketing From Information to Decision(6), pp.169-186.
  • Moriuchi, E., and I. Takahashi(2022), “The Role of Perceived Value, Trust and Engagement in the C2c Online Secondary Marketplace,” Journal of Business Research, 148, pp.76-88. [https://doi.org/10.1016/j.jbusres.2022.04.029]
  • Mugge, R., H. N. J. Schifferstein, and J. P. L. Schoormans(2010), “Product Attachment and Satisfaction: Understanding Consumers' Post-Purchase Behavior,” Journal of Consumer Marketing, 27(3), pp.271-282. [https://doi.org/10.1108/07363761011038347]
  • Pan, H.(2020), “Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies,” Interdisciplinary Journal of Information, Knowledge, and Management, 15, pp.065-090. [https://doi.org/10.28945/4536]
  • Pang, H.(2021), “Identifying Associations between Mobile Social Media Users’ Perceived Values, Attitude, Satisfaction, and Ewom Engagement: The Moderating Role of Affective Factors,” Telematics and Informatics, 59, pp.101561. [https://doi.org/10.1016/j.tele.2020.101561]
  • Papacharissi, Z., and A. M. Rubin(2000), “Predictors of Internet Use,” Journal of Broadcasting & Electronic Media, 44(2), pp.175-196. [https://doi.org/10.1207/s15506878jobem4402_2]
  • Parguel, B., R. Lunardo, and F. Benoit-Moreau(2017), “Sustainability of the Sharing Economy in Question: When Second-Hand Peer-to-Peer Platforms Stimulate Indulgent Consumption,” Technological Forecasting and Social Change, 125, pp.48-57. [https://doi.org/10.1016/j.techfore.2017.03.029]
  • Park, C. W., D. J. MacInnis, J. Priester, A. B. Eisingerich, and D. Iacobucci.(2010), “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers,” Journal of marketing, 74(6), pp.1-17. [https://doi.org/10.1509/jmkg.74.6.1]
  • Park, H. H.(2021), “Analysis of Sales Information of Secondhand Clothing Goods on the C2c Secondhand Trading Platform-Focusing on Content Analysis Using Nvivo,” Fashion & Textile Research Journal, 23(3), pp.358-369. [https://doi.org/10.5805/SFTI.2021.23.3.358]
  • Parker, C. J., and H. Wang(2016), “Examining Hedonic and Utilitarian Motivations for M-Commerce Fashion Retail App Engagement,” Journal of Fashion Marketing and Management: An International Journal, 20(4), pp.487-506. [https://doi.org/10.1108/JFMM-02-2016-0015]
  • Patwardhan, H., and S. K. Balasubramanian(2011), “Brand Romance: A Complementary Approach to Explain Emotional Attachment toward Brands,” Journal of Product & Brand Management, 20(4), pp.297-308. [https://doi.org/10.1108/10610421111148315]
  • Piligrimienė, Ž., A. Žukauskaitė, H. Korzilius, J. Banytė, and A. Dovalienė(2020), “Internal and External Determinants of Consumer Engagement in Sustainable Consumption,” Sustainability, 12(4), pp.1349. [https://doi.org/10.3390/su12041349]
  • Prayag, G., N. Chen, and G. Del Chiappa(2018), “Domestic Tourists to Sardinia: Motivation, Overall Attitude, Attachment, and Behavioural Intentions,” Anatolia, 29(1), pp.84-97. [https://doi.org/10.1080/13032917.2017.1387583]
  • Qing, T., and D. Haiying(2021), “How to Achieve Consumer Continuance Intention toward Branded Apps―from the Consumer–Brand Engagement Perspective,” Journal of Retailing and Consumer Services, 60, pp.102486. [https://doi.org/10.1016/j.jretconser.2021.102486]
  • Ramayah, T., J. A. Yeap, N. H. Ahmad, H. A. Halim, and S. A. Rahman(2017), “Testing a Confirmatory Model of Facebook Usage in Smartpls Using Consistent Pls,” International Journal of Business and Innovation, 3(2), pp.1-14.
  • Ray, A., A. Dhir, P. K. Bala, and P. Kaur(2019), “Why Do People Use Food Delivery Apps (Fda)? A Uses and Gratification Theory Perspective,” Journal of Retailing and Consumer Services, 51, pp.221-230. [https://doi.org/10.1016/j.jretconser.2019.05.025]
  • Ringle, C., S. Wende, and J. Becker(2015). Smartpls 3 [Computer Software]. Bönningstedt: Smartpls.
  • Ruttell, G.(2018), “Buyers' Institution-Based Trust in South African C2c E-Commerce: A Social Capital Theory Perspective”.
  • Sánchez-Fernández, R., and D. Jiménez-Castillo(2021), “How Social Media Influencers Affect Behavioural Intentions Towards Recommended Brands: The Role of Emotional Attachment and Information Value,” Journal of Marketing Management, 37(11-12), pp.1123-1147. [https://doi.org/10.1080/0267257X.2020.1866648]
  • Santhanamery, T., and T. Ramayah(2018). Explaining and Predicting Users' Continuance Usage Intention toward E-Filing Utilizing Technology Continuance Theory Encyclopedia of Information Science and Technology, Fourth Edition (pp.831-846): IGI Global. [https://doi.org/10.4018/978-1-5225-2255-3.ch072]
  • Sashi, C. M.(2012), “Customer Engagement, Buyer-Seller Relationships, and Social Media,” Management decision. [https://doi.org/10.1108/00251741211203551]
  • Schifferstein, H. N., and E. P. Zwartkruis-Pelgrim(2008), “Consumer-Product Attachment: Measurement and Design Implications,” International Journal of Design, 2(3).
  • Schor, J.(2016), “Debating the Sharing Economy,” Journal of self-governance and management economics, 4(3), pp.7-22. [https://doi.org/10.22381/JSME4320161]
  • Schultz, P. W., and L. Zelezny(1999), “Values as Predictors of Environmental Attitudes: Evidence for Consistency across 14 Countries,” Journal of Environmental Psychology, 19(3), pp.255-265. [https://doi.org/10.1006/jevp.1999.0129]
  • Shihab, M. R., D. Maulana, and A. N. Hidayanto(2018), “Determinants of Repurchase Intention in C2c E-Commerce: Customers' Perspectives of Merchants and Platform Providers,” Information Resources Management Journal (IRMJ), 31(3), pp.54-76. [https://doi.org/10.4018/IRMJ.2018070104]
  • Souza, A. A. C. d., M. J. d'Angelo, and R. N. Lima Filho(2022), “Effects of Predictors of Citizens' Attitudes and Intention to Use Open Government Data and Government 2.0,” Government Information Quarterly, 39(2), pp.101663. [https://doi.org/10.1016/j.giq.2021.101663]
  • Stafford, T. F., M. R. Stafford, and L. L. Schkade(2004), “Determining Uses and Gratifications for the Internet,” Decision Sciences, 35(2), pp.259-288. [https://doi.org/10.1111/j.00117315.2004.02524.x]
  • Sthapit, E., P. Björk, and D. N. Coudounaris(2017), “Emotions Elicited by Local Food Consumption, Memories, Place Attachment and Behavioural Intentions,” Anatolia, 28(3), pp.363-380. [https://doi.org/10.1080/13032917.2017.1322111]
  • Sweeney, J. C., and G. N. Soutar(2001), “Consumer Perceived Value: The Development of a Multiple Item Scale,” Journal of Retailing, 77(2), pp.203-220. [https://doi.org/10.1016/S0022-4359(01)00041-0]
  • Tajeddini, K., T. C. Gamage, W. U. Hameed, G. Qumsieh-Mussalam, M. H. Chaijani, S. M. Rasoolimanesh, and A. Kallmuenzer(2022), “How Self-Gratification and Social Values Shape Revisit Intention and Customer Loyalty of Airbnb Customers,” International Journal of Hospitality Management, 100, pp.103093. [https://doi.org/10.1016/j.ijhm.2021.103093]
  • Tandon, A., P. Kaur, Y. Bhatt, M. Mäntymäki, and A. Dhir(2021), “Why Do People Purchase from Food Delivery Apps? A Consumer Value Perspective,” Journal of Retailing and Consumer Services, 63, pp.102667. [https://doi.org/10.1016/j.jretconser.2021.102667]
  • Teubner, T., M. T. Adam, S. Camacho, and K. Hassanein(2014). Understanding Resource Sharing in C2c Platforms: The Role of Picture Humanization.
  • Thredup(2021, 6), 2021 Fashion Resale Market and Trend Report. https://www.thredup.com/resale/#resale-industry
  • Tiamiyu, T., F. Quoquab, and J. Mohammad(2020), “Antecedents and Consequences of Tourists’ Attachment in Driving Guests’ Booking Intention: A Case of Airbnb, Malaysia,” International Journal of Culture, Tourism and Hospitality Research, 14(4), pp.525-544. [https://doi.org/10.1108/IJCTHR-11-2019-0200]
  • Tran, T. P., C. P. Furner, and P. A. Albinsson(2020), “Understanding Drivers and Outcomes of Brand Attachment in Mobile Branded Apps,” Journal of Consumer Marketing. [https://doi.org/10.1108/JCM-02-2020-3657]
  • Tran, T. P., C. P. Furner, and P. A. Albinsson(2021), “Understanding Drivers and Outcomes of Brand Attachment in Mobile Branded Apps,” Journal of Consumer Marketing, 38(1), pp.113-124. [https://doi.org/10.1108/JCM-02-2020-3657]
  • Vaughan, G. M., and M. A. Hogg(2005), “Introduction to Social Psychology . Frenchs Forest,” New South Wales, NSW: Pearson Education.
  • Veeramootoo, N., R. Nunkoo, and Y. K. Dwivedi(2018), “What Determines Success of an E-Government Service? Validation of an Integrative Model of E-Filing Continuance Usage,” Government Information Quarterly, 35(2), pp.161-174. [https://doi.org/10.1016/j.giq.2018.03.004]
  • Vivek, S. D.(2009). A Scale of Consumer Engagement: The University of Alabama.
  • Wirtz, J., A. den Ambtman, J. Bloemer, C. Horváth, B. Ramaseshan, J. van de Klundert, . . . J. Kandampully(2013), “Managing Brands and Customer Engagement in Online Brand Communities,” Journal of Service Management, 24(3), pp.223-244. [https://doi.org/10.1108/09564231311326978]
  • Xu, B.(2021), “The Analysis on Revenue Model and the Platform of Taobao,” Frontiers in Economics and Management, 2(5), pp.64-67.
  • Xu, X., and D. Gursoy(2020), “Exploring the Relationship between Servicescape, Place Attachment, and Intention to Recommend Accommodations Marketed through Sharing Economy Platforms,” Journal of Travel & Tourism Marketing, 37(4), pp.429-446. [https://doi.org/10.1080/10548408.2020.1784365]
  • Xu, X. a., K. Xue, L. Wang, D. Gursoy, and Z. Song(2021), “Effects of Customer-to-Customer Social Interactions in Virtual Travel Communities on Brand Attachment: The Mediating Role of Social Well-Being,” Tourism Management Perspectives, 38, pp.100790. [https://doi.org/10.1016/j.tmp.2021.100790]
  • Xu, Y., Y. Chen, R. Burman, and H. Zhao(2014), “Second-Hand Clothing Consumption: A Cross-Cultural Comparison between a Merican and C Hinese Young Consumers,” International Journal of Consumer Studies, 38(6), pp.670-677. [https://doi.org/10.1111/ijcs.12139]
  • Yang, W., and A. S. Mattila(2016), “Why Do We Buy Luxury Experiences?,” International Journal of Contemporary Hospitality Management, 28(9), pp.1848-1867.
  • Yrjölä, M., H. Hokkanen, and H. Saarijärvi(2021), “A Typology of Second-Hand Business Models,” Journal of Marketing Management, 37(7-8), pp.761-791.
  • Yu, S., and J. Lee(2019), “The Effects of Consumers’ Perceived Values on Intention to Purchase Upcycled Products,” Sustainability, 11(4), pp.1034.
  • Zhao, Z., and C. Balagué(2015), “Designing Branded Mobile Apps: Fundamentals and Recommendations,” Business Horizons, 58(3), pp. 305-315.
  • Zimmermann, S., P. Angerer, D. Provin, and B. R. Nault(2018), “Pricing in C2c Sharing Platforms,” Journal of the Association for Information Systems, 19(8), pp.4.

∙ The author Henry Ofori is currently working as a Lecturer of Management Information System at the Department of e-Business in the School of Business at Ajou University. He has a master's and doctoral degree in Business Administration (Marketing Major) and Business Analytics and Information System respectively from Ajou University. His primary research interest revolves around social commerce, consumer-to-consumer platforms, user behavior on low code and No code platforms, and sharing economy.

∙ The author Juyoung Kang is a Full Professor in the department of e-Business at School of Business, Ajou University. She received her Ph.D. in Management Engineering from Korea Advanced Institute of Science and Technology (KAIST) in 2005. She has more than 90 refereed publications in academic journals and has developed Intelligent Systems and E-Commerce applications with various industrial partners. She has also served as an Editor-in-Chief and an editorial board member of serveral academic journals. Her research interests are in the fields of Text Mining, Business Analytics, ERP, Cloud Computing, and Intelligent Systems.

∙ The author Sung-Byung Yang, a co-author, currently holds the position of Professor of Management Information Systems in the Department of Business Administration at the School of Management, Kyung Hee University. He earned his B.S. from the Department of Civil, Urban, and Geosystem Engineering at Seoul National University and obtained his M.S. and Ph.D. from the Department of Management Engineering at KAIST. He has previously served as a Postdoctoral Researcher at McGill University, a Full-Time Lecturer at Hansung University, and an Assistant Professor at Ajou University. His research interests include big data analytics, online reviews, customer relationship management, e-commerce, and smart tourism.