온라인 중고물품 재구매의도 영향요인 분석: “중고나라” 사이트를 중심으로
박유진, 이보성, 김범수, 이애리 (2017)
Online used goods transaction market has been growing even faster.
However, there are only a few research and devel opment on its system, and customer to customer (C2C) online fraud is happening more frequently.
The purpose of this study is to find out cost and benefit principles of repurchase intention on used goods.
Data is collected from “Junggonara” which is one of the biggest second hand goods market platforms in Korea.
In this study, product and seller uncertainties are considered as costs, and direct interaction, transaction convenience, and economic benefit are considered as
benefits. We found that product uncertainty positively affects perceived risk; direct interaction and economic benefit positively affect perceived value.
Furthermore, perceived risk impacts on perceived value and repurchase intention negatively, whereas, perceived value influences repurchase intention positively.
The results of this study indicate that even though customers recognize product uncertainty as a risk regarding online secondh and transaction, direct interaction and
economic benefit are more beneficial for them, thereby leading to an increase in repurchase intention.
Based on the findings, this study provides practical implications for service providers which attempt to better understand the online secondhand transaction market and get more
involved in this business.
