Contextual effect of online second-hand shoppers' loyalty: a vendor comparison
by Neus Vila-Brunet; Josep Llach
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 18, No. 4, 2023

Abstract: How is loyalty achieved in online second-hand markets? Does the type of seller (professional or amateur) affect the level of satisfaction and loyalty of online second-hand shoppers? To address these questions, a loyalty model is proposed. The model identifies the relationships between the OSS-Qual quality scale and the dimensions of satisfaction and loyalty. Results identify that website satisfaction contributes three times more to shoppers' loyalty than do vendor and product satisfaction. Online second-hand shoppers' satisfaction and loyal behaviour are higher when the vendor is a professional. Strategies aimed at increasing website quality and professionalism is the most effective ones to ensure shoppers' loyalty.

Online publication date: Fri, 02-Jun-2023

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