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Chinese Consumers’ Intention to Use Re-Commerce Platforms - Perspective Based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) -

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한국의류산업학회 (The Society of Fashion and Textile Industry)|2023.02|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제25권 제1호|pp. 24-40

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gender gapUTAUT2re-commerce platformssecond-hand shoppingpre-owned goods
주제분류생활과학

초록

Contemporary consumers’ acceptance of second-hand products has been increasingly improving worldwide,especially in China. Based on the Extended Unified Theory of Acceptance and Use of Technology, we developed andempirically validated a research framework to predict consumers’ motivation to use re-commerce platforms. We exploredthe diverse factors influencing mobile commerce usage through re-commerce platforms. Furthermore, this study inves-tigated the role of gender differences as a factor moderating the association between several constructs and the intentionto use re-commerce platforms. A total of 226 consumer responses were collected. The results indicated that hedonicmotivation, performance expectancy, consumer habits, social influence, and price value affect consumers’ attitudes towardre-commerce platforms. The effects of the attitude toward re-commerce platforms on the intention to use these platformswere also statistically significant. When effort expectancy, hedonic motivation, and consumer habits in re-commerce plat-form usage increase, male consumers’ attitude toward its usage, in particular, also increases. Meanwhile, when per-formance expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, the attitudetoward its usage increases among female consumers. Moreover, our results indicate that the two gender groups presentdifferent characteristics regarding re-commerce platform usage. Therefore, this study offers a theoretical basis for futureanalyses of second-hand trade.

Abstract

Contemporary consumers’ acceptance of second-hand products has been increasingly improving worldwide,especially in China. Based on the Extended Unified Theory of Acceptance and Use of Technology, we developed andempirically validated a research framework to predict consumers’ motivation to use re-commerce platforms. We exploredthe diverse factors influencing mobile commerce usage through re-commerce platforms. Furthermore, this study inves-tigated the role of gender differences as a factor moderating the association between several constructs and the intentionto use re-commerce platforms. A total of 226 consumer responses were collected. The results indicated that hedonicmotivation, performance expectancy, consumer habits, social influence, and price value affect consumers’ attitudes towardre-commerce platforms. The effects of the attitude toward re-commerce platforms on the intention to use these platformswere also statistically significant. When effort expectancy, hedonic motivation, and consumer habits in re-commerce plat-form usage increase, male consumers’ attitude toward its usage, in particular, also increases. Meanwhile, when per-formance expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, the attitudetoward its usage increases among female consumers. Moreover, our results indicate that the two gender groups presentdifferent characteristics regarding re-commerce platform usage. Therefore, this study offers a theoretical basis for futureanalyses of second-hand trade.

참고문헌 (118)

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