Factors influencing continuous usage on used product platforms: A uses and gratification perspective.
- 주제(키워드) C2C used-product platform , Consumer value , consumer engagement , platform attachment , continuous use intention , recommendation intention , uses and gratification theory
- 주제(DDC) 658
- 발행기관 아주대학교
- 지도교수 Juyoung Kang
- 발행년도 2023
- 학위수여년월 2023. 8
- 학위명 박사
- 학과 및 전공 일반대학원 비즈니스애널리틱스학과
- 실제URI http://www.dcollection.net/handler/ajou/000000032909
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
Used product platforms have seen tremendous growth and evolution as consumers are moving towards more sustainable consumption. Recent studies on used product platforms have focused on generic platforms that are defined by a number of business models such as B2B, B2C, C2B, and C2C. However, little studies have explored C2C platform for used product transaction and the relevant factors that influence its continuous usage and recommendation. The purpose of this study is to explore the relationship between consumer value as gratification, consumer engagement, platform attachment, and their impact on continuous use and recommendation intention within the context of consumer (C2C) used product platforms. The research utilizes the uses and gratification theory to investigate how the consumer value acts as antecedents of consumer engagement and platform attachment. Analyzing the structural equation model with survey responses from experienced users of C2C used-product platforms in Korea reveals that hedonic, utilitarian, social, environmental value representing the gratifications users seek on used product platform was found to strongly impact engagement on the used product platforms. On the other hand, only hedonic and social values directly impact users’ attachment to the used product platforms. In addition, engagement on the platform was observed to directly influence attachment to the platform. Finally, the result from the analysis showed that consumer and platform attachment were found to substantially influence continuous use intention and recommendation intention of the C2C used-product platforms. The results raise a favorable theoretical implication for future and practical implications for C2C used product and e-commerce firms.
more목차
Chapter 1 Introduction 1
1.1. Background 1
1.2. Justification of the Study 6
1.3. Research Objectives 8
1.4. Research Significance 10
1.5. Organization of the Study 11
Chapter 2 Literature Review 12
2.1. Used Product Platform 12
2.2. C2C Used Product Platform 13
2.3. Uses and Gratification Theory (U>) 18
2.3.1. Gratification: Consumer value 19
2.3.2. Attitude: Consumer engagement and Platform attachment 20
2.3.2.1. Consumer Engagement 20
2.3.2.2. Platform Attachment 22
2.3.3. Behavior: Continuous use and Recommendation intention 23
Chapter 3 Research Model and Hypotheses Development 24
3.1. The Relationship between Consumer Values and Consumer Attitudes 25
3.2. The Relationship between Consumer Attitudes and Behavioral Intentions 30
3.3. The Moderation Effect of Platform 33
3.4. Control Variables 34
Chapter 4 Methodology 35
4.1. Research Design 35
4.2. Questionnaire Development 36
4.3. Statistical Analysis 38
Chapter 5 Results 41
5.1. Data Collection and Screening 41
5.2. Demographic Profile 42
5.3. Statistical Analysis 44
5.3.1. Measurement Model 44
5.3.2. Common Method Bias (CMB) 46
5.3.3. Structural Model 47
5.3.4. Hypotheses Test of Results 50
5.3.5. Moderating Effect: Multigroup Analysis 51
5.3.6. Predictive Power of the Model 53
Chapter 6 Discussion and Conclusion 56
6.1. Research Findings 56
6.2 . Theoretical implications 61
6.3 . Practical Implications 63
6.4. Limitations and Future Research 65
References 68
Appendix 79
