온라인 중고거래 동기요인이 참여행동에 미치는 영향

Abstract

The purpose of this paper is to demonstrate the motivating factors that affect users' buying and selling behavior in online consumer to consumer second-hand goods transaction apps. This study divided consumer behavior using online used market apps into purchasing behavior and sales behavior. The second-hand goods transaction market has a characteristic in which a transaction behavior by a consumer to sell to another consumer and a transaction behavior to buy from another consumer exist simultaneously. Existing studies on used goods transactions did not show the difference in the effect on participation as a seller and participation as a buyer in C2C transactions as they did not approach users' buying behavior and selling behavior separately. Motivation to participate in online used goods transaction (reasonable, playful, customized, eco-friendly participation motivation) was extracted, and the influence of these factors on the sales and purchase behaviors of the participants was demonstrated. A total of 175 questionnaires collected through an online questionnaire targeting consumers who used consumer to consumer second-hand goods transaction apps were used for the analysis of the research model. As a result of the analysis, there were some differences in the degree of influence that the motivation to use online second-hand transactions had on sales and purchase behavior depending on the factors. Reasonable participation motive and playful participation motive were found to have a significant influence on participants' sales behavior, and customized participation motive showed a partially significant effect, while eco-friendly participation motive was not significant. The most influential factor on the purchase behavior of the participants was the customized participation motive, and the rational and playful motives had significant influence, and the eco-friendly participation motive had no significant influence. Based on the analysis results, implications for online used goods transactions between consumers and future research directions were presented.