The Impact of Second-Hand Products on Consumers' Purchase Intentions Towards Sustainability, Electronic Word-of-Mouth (eWOM) and Economic Motivations

Year 2024, Volume: 15 Issue: 44, 1338 - 1362, 30.11.2024

Zeynep Erdoğan , Buket Özoğlu

https://doi.org/10.21076/vizyoner.1491870

Abstract

Consumers who adopt an eco-friendly, minimalist lifestyle and who engage in behaviors such as avoiding waste, evaluating and recycling the products they use, and extending the lifespan of these products are taking significant steps toward sustainability. This lifestyle also contributes to the growth of online platforms for second-hand product sales. Purchasing products from these platforms not only supports sustainability but also allows for the economic repurposing of second-hand items. Additionally, reviews, opinions, and evaluations shared on these platforms are seen to influence consumers' purchasing decisions. Given all these factors, the purpose of the study is to measure the impact of sustainability, electronic word-of-mouth (eWOM), and economic motivations on consumers' attitudes and intentions towards purchasing second-hand products online. Furthermore, the study investigates the effect of economic motivations on sustainability, the effect of sustainability on eWOM, and the effect of economic motivations on eWOM. The research data is collected through an online survey method due to the nature of the study, using a convenience sampling method. Data is gathered from 405 respondents. According to the results, economic motivations are found to influence both sustainability and eWOM. It is also found that sustainability affects eWOM as well as attitudes and intentions towards purchasing second-hand products online. Moreover, eWOM is found to have an impact on consumers' attitudes. Finally, it is determined that consumers' attitudes towards purchasing second-hand products online significantly affect their purchase intentions.

Keywords

Second-Hand Product, Sustainability, Electronic Word of Mouth (E-WOM), Economic Motivations, Attitude, Intention

Ethical Statement

For this study, ethics committee approval was received from the Niğde Ömer Halisdemir University Ethics Committee, numbered 327487 and dated 06.03.2023.

Sürdürülebilirlik, Elektronik Ağızdan Ağıza İletişim (eWOM) ve Ekonomik Motivasyonların Tüketicilerin İkinci El Ürün Satın Alma Niyetleri Üzerindeki Etkisi

Abstract

Çevreyi koruyucu, minimalist yaşam tarzı benimseyen ve israftan kaçınma gibi davranışlarda bulunmaya başlayan tüketicilerin; kullandığı ürünleri değerlendirme, geri dönüştürme, ürünlerin ömrünü uzatma gibi çabaları sürdürülebilirlik anlayışına yönelik önemli adımlardır. Bu yaşam tarzı, çevrimiçi (online) ikinci el ürün satışının yapıldığı platformların büyümesine de katkı sağlamaktadır. Tüketicilerin bu tür platformlardan ürünler satın alması sürdürülebilirliğe katkı sağlamanın yanı sıra ikinci el ürünlerin ekonomik açıdan yeniden değerlendirmesini de sağlar. Ayrıca bu platformlarda yapılan yorum, görüş ve değerlendirmelerin tüketicilerin satın alma kararlarını etkilediği görülmektedir. Bütün bu unsurlar göz önüne alındığında bu çalışmanın amacı, tüketicilerin internette ikinci el ürün satın alımlarında sürdürülebilirlik, eWOM ve ekonomik motivasyonlarının satın alma tutum ve niyetine etkilerini ölçmektir. Aynı zamanda ekonomik motivasyonların sürdürülebilirlik üzerindeki etkisi, sürdürülebilirliğin eWOM üzerindeki etkisi, ekonomik motivasyonların da eWOM üzerindeki etkisi araştırılmaktadır. Araştırma verileri çalışmanın doğası gereği online anket yöntemiyle toplanmıştır. Katılımcıların örnekleme seçiminde ise kolayda örnekleme kullanılmıştır. Çalışmada 405 cevaplayıcıdan veri toplanmıştır. Araştırmanın sonuçlarına göre ekonomik motivasyonların sürdürülebilirliği ve eWOM’u etkilediği, sürdürülebilirliğin eWOM’u, internetten ikinci el ürünlerin satın alma tutum ve niyetlerini etkilediği tespit edilmiştir. Ayrıca eWOM’un da tutum üzerinde etkisinin olduğu sonucuna ulaşılmıştır. Son olarak tüketicilerin internet üzerinden ikinci el ürü satın alma tutumlarının satın alma niyetlerini etkilediği tespit edilmiştir.

Keywords

İkinci El Ürün, Sürdürülebilirlik, Elektronik Ağızdan Ağıza İletişim (E-WOM), Tutum, Niyet

Ethical Statement

Bu çalışma için Niğde Ömer Halisdemir Üniversitesi Etik Kurulundan 327487 sayılı ve 06.03.2023 tarihli etik kurul onayı alınmıştır.

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