Title: Contextual effect of online second-hand shoppers' loyalty: a vendor comparison

Authors: Neus Vila-Brunet; Josep Llach

Addresses: Department of Economics and Social Sciences, Universitat Internacional de Catalunya, C/Immaculada, 22, 08017 Barcelona, Spain ' Department of Organization, Business Management and Product Design, Escola Politècnica Superior, Universitat de Girona, Campus Montilivi, 17003 Girona, Spain

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.

Keywords: second-hand; online; satisfaction; loyalty; vendor; business-to-peer; B2P; peer-to-peer; P2P.

DOI: 10.1504/IJIMA.2023.131265

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.4, pp.389 - 409

Received: 17 Sep 2021
Accepted: 18 Jan 2022
Published online: 02 Jun 2023 *

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