Tüketiciden Tüketiciye Elektronik Ticarette (C2C) Çevrimiçi İkinci El Ürün Satın Alma Motivasyonlarının Sürdürülebilir Tüketim Davranışı Ve Çevrimiçi Tekrar Satın Alma Niyeti Üzerindeki Etkileri Ve Elektronik Ağızdan Ağıza Pazarlamanın Aracılık Rolü

Yıl 2023, Cilt: 16 Sayı: 1, 137 - 164, 31.01.2023

İbrahim Avcı , Salih Yıldız

Öz

Uzun bir geçmişe sahip olan ikinci el ürünler, son yıllarda popülaritesini artırmış ve tüketiciler tarafından giderek daha fazla satın alınmaya başlanmıştır. İkinci el ürünler önceleri bit pazarı, spot pazar, müzayede gibi fiziki mekanlardan fiziki olarak satın alınırken, son zamanlarda elektronik platformlarda da satın alınmaya başlanmıştır. C2C şeklinde gerçekleşen ikinci el alışverişin ve tüketicilerin sürdürülebilir tüketim kapsamında ikinci el ürünlere yönelmesinin temelinde ekonomik, uygunluk, ideolojik gibi birçok motivasyon bulunmaktadır. Bu çalışmanın amacı, çevrimiçi ikinci el alışveriş motivasyonlarının sürdürülebilir tüketim davranışı ve çevrimiçi yeniden satın alma niyeti üzerindeki etkilerini ve bu etkilerde E-Womm'un aracılık rolünü belirlemektir. Bu amaçla araştırmada kolayda örnekleme yöntemi kullanılmış ve Google Formlar üzerinde oluşturulan bir çevrimiçi anket kullanılarak 551 çevrimiçi ikinci el müşteriden veri toplanmıştır. Bulgulara göre, yalnızca ekonomik ve ideolojik motivasyonların sürdürülebilir tüketim ve E-Womm davranışı üzerinde olumlu bir etkisi vardır. Tüm çevrimiçi ikinci el alışveriş motivasyonlarının çevrimiçi yeniden satın alma niyeti üzerinde olumlu bir etkiye sahip olduğu, E-Womm davranışının ise hem sürdürülebilir tüketim davranışı hem de çevrimiçi yeniden satın alma niyeti üzerinde olumlu bir etkisi olduğu bulunmuştur. Ayrıca, aracılık ilişkileri de önemli sonuçlar vermiştir.

Anahtar Kelimeler

İkinci El Ürün, Motivasyonlar, Sürdürülebilir Tüketim Davranışı, Tekrar Satın Alma Niyeti, Elektronik Ağızdan Ağıza Pazarlama

THE EFFECTS OF ONLINE SECOND-HAND PRODUCT PURCHASE MOTIVATIONS ON SUSTAINABLE CONSUMPTION BEHAVIOR AND ONLINE REPURCHASE INTENTION IN CONSUMER-TO-CONSUMER ELECTRONIC COMMERCE (C2C) AND THE MEDIATING ROLE OF ELECTRONIC WORD-OF-MOUTH MARKETING

Öz

Second-hand products, which have a long history, have grown in popularity in recent years and are increasingly being purchased by consumers. Initially, second-hand products were physically purchased from physical locations such as flea markets, spot markets, and auction shops, but they have recently begun to be purchased on electronic platforms. On the basis of second-hand shopping, which occurs in the form of C2C and consumers turn to second-hand products within the scope of sustainable consumption, there are many motivations such as economic, convenience, and ideological. The goal of this study is to determine the effects of online second-hand shopping motivations on sustainable consumption behavior and online repurchase intention, as well as the role of E-Womm in mediating these effects. The convenience sampling method was used in the research for this purpose, and data were collected from 551 online second-hand customers using an online questionnaire created on Google Forms. According to the findings, only economic and ideological motivations have a positive impact on sustainable consumption and E-Womm behavior. All online second-hand shopping motivations have been found to have a positive effect on online repurchase intention, while E-Womm behavior has a positive effect on both sustainable consumption behavior and online repurchase intention. Furthermore, mediation relationships yielded significant results.

Anahtar Kelimeler

Second-Hand Product, Motivations, Sustainable Consumption Behavior, Repurchase Intention, Electronic Word of Mouth Marketing

Kaynakça

• Arnold, M.J., & Reynolds, K.E. (2003). Hedonic shopping motivations. Journal of Retailing, 79, 77-95.
• Arseven, A. (2001). Field research methods. Ankara: Gunduz Education and Publishing.
• Baker, S.M., & Kennedy, P. (1994). Death by nostalgia: A diagnosis of context-specific cases. ACR North American Advances, 21, 169-174.
• Bandalos, D.L. (2002). The effects of item parceling on goodness-of-fit and parameter estimate bias in Structural Equation Modeling. Structural Equation Modeling A Multidisciplinary Journal, 9, 78-102.
• Bardhi, F., & Eric J.A. (2005). Thrift shopping: Combining utilitarian thrift and hedonic treat benefits. Journal of Consumer Behavior, 4(4), 223-233.
• Barlas, A., Stamboulis, Y., & Vleioras, A. (2020). The role of user engagement in electronic word-of-mouth and online performance. Scientific Quarterly “Organization and Management”, 1(49), 5-22.
• Bashir, R., Lodhi, R.N., & Atif, M. (2016). Factor influencing the purchase intension of consumer while purchasing second-hand products in Pakistan. Arabian Journal of Business and Management Review, 3(8), 1-4.
• Çetin, F.A., & Gül, A. (2018). Sürdürülebilir pazarlama: Tüketicilerin sürdürülebilir tüketime yönelik satın alma davranışları. Social Sciences Studies Journal, 4(14), 447-455.
• Chen, X., Huang, Q., & Davison, R. M. (2017). Economic and social satisfaction of buyers on consumer-to-consumer platforms: The role of relational capital. International Journal of Electronic Commerce, 21(2), 219-248.
• Cheng, H.F., Yang, M.H., Chen, K.Y., & Chen, H.L. (2014). Measuring perceived EC ethics using a transaction-process-based approach: Scale development and validation. Electronic Commerce Research and Applications, 13(1), 1-12.
• Cherrier, H. (2012). Barriers to downward carbon emission: exploring sustainable consumption in the face of the glass floor. Journal of Marketing Management, 28(3), 397-419.
• Cheung, M.Y., Luo, C., Sia, C.L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of online consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
• Child, D. (2006). The essentials of factor analysis (3rd ed.). New York, NY: Continuum.
• Chu, S.C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.
• Citera, M., Beauregard, R., & Mitsuya, T. (2005). An experimental study of credibility in e-negotiations. Psychology and Marketing, 22(2), 163-179.
• Clausen, J. Blättel-Mink, B. Erdmann, L., & Henseling, C. (2010). Contribution of online trading of used goods to resource efficiency: An empirical study of ebay users. Sustainability, 2(6), 1810-1830.
• Craig-Lees, M., & Hill, C. (2002). Understanding voluntary simplifiers. Psychology and Marketing, 19(2), 187-210.
• Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterlyi, 13(3), 319-340.
• Doğan, O., Bulut, Z.A., & Kökalan Çımrın, F. (2015). Bireylerin sürdürülebilir tüketim davranışlarının ölçülmesine yönelik bir ölçek geliştirme çalışması. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 29(4), 659-678.
• Dolen, W.M., Dabholkar, P.A., & Ruyter, K.D. (2007). Satisfaction with online commercial group chat: The influence of perceived technology attributes, chat group characteristics and advisor communication style. Journal of Retailing, 83(4), 339-358.
• East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research in Marketing, 25(3), 215-224.
• Edbring, E.G., Lehner, M., & Mont, O. (2016). Exploring consumer attitudes to alternative models of consumption: motivations and barriers. Journal of Cleaner Production, 123, 5-15.
• Ford, J.B., Merchant, A., Bartier, A.L., & Friedman, M. (2018). The cross-cultural scale development process: The case of brand-evoked nostalgia in Belgium and the United States. Journal of Business Research, 83, 19–29.
• Fornell, C., & Larcker F.D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Gefen, D., Karahanna, E., & Straub, D.W. (2003). Trust and TAM in online shopping: an integrated model. MIS Quarterly, 27(1), 51-90.
• Goldsmith, R.E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 2-14.
• Grasso, M.M., McEnally, M., Widdows, R., & Herr, D.G. (2000). Consumer behavior toward recycled textile products. The Journal of the Textile Institute, 91(2), 94-106.
• Guiot, D., & Roux, D. (2010). A second-hand shoppers’ motivation scale: Antecedents, consequences, and implications for retailers. Journal of Retailing, 86(4), 355–371.
• Gupta, P., & Harris, J. (2010). How eWOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9), 1041-1049.
• Ha, H.Y. (2002). The effects of consumer risk perception on pre-purchase information in online auction: brand, word of mouth, and customized information. Journal of Computer-Mediated Communication, 8(1), 1-20.
• Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. (2004). Electronic word-ofmouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.
• Heryana, D.K., & Yasa, N.N.K. (2020). Effect of electronic word of mouth on repurchase intention mediated by brand attitude. International Research Journal of Management, IT and Social Sciences, 7(2). 9-20.
• Hsu, C.L., Chen, M.C., Kikuchi, K., & Machida, I. (2017). Elucidating the determinants of purchase intention toward social shopping sites: A comparative study of Taiwan and Japan. Telematics Inform, 34(4), 326-338.
• Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?”: The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112.
• Jalilvand, M.R., Esfahani, S.S., & Samiei, N. (2010). Electronic word-of-mouth: challenges and opportunities. Procedia Computer Science, 3, 42-46.
• Jöreskog, K.G., & Sörbom, D. (1984). Lisrel VI. Analysis of linear structural relationships by maximum likelihood, ınstrumental variables and least squares methods. Mooresville, Indiana: Scientific Software Inc.
• Junejo, I., Kazi, A.S., Soomro, M., Siddique, M., Juman, S.N., & Shaikh, S.H. (2020). Website content and consumer buying behavior: The mediating role of electronic word-of-mouth. Indian Journal of Science and Technology, 13(11), 1259-1264.
• Khurana, K., & Tadesse, R. (2019). A study on relevance of second hand clothing retailing in Ethiopia. Research Journal of Textile and Apparel, 23(4), 323-339.
• Kim, J., & Lennon, S.J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus‐organism‐response model. Journal of Research in Interactive Marketing, 7(1), 33-56.
• Kim, J.Y.K (2005). Factors influencing consumers' apparel purchasing intention in the C2C e-commerce market. (Unpublished doctoral thesis), The University of Nebraska, Lincoln.
• Kollmann, T., Kuckertz, A., & Kayser, I. (2012). Cannibalization or synergy? Consumers'channel selection in online–offline multi channel systems. Journal of Retailing and Consumer Services, 19(2), 186-194.
• Korgaonkar, P.K. (1984). Consumer shopping orientations, non-store retailers, and consumers' patronage intentions: A multivariate investigation. Journal of the Academy of Marketing Science, 12(1), 11-22.
• Köysüren, T., & Külter Demirgüneş, B. (2019). Sosyal medya kullanımının elektronik ağızdan ağıza iletişim ve satın alma niyeti üzerindeki etkilerinin tespit edilmesi. Uluslararası Turizm, İşletme, Ekonomi Dergisi, 3(2), 66-87.
• Kuning, M., Chesoh, S., Srisuan, K., Taufik, M.R., Sharma, P., Panatnachee, S., & Eso, M. (2018). Attitude and management of second-hand products in developing countries. Academic Services Journal Prince of Songkla University, 29(3), 162-169.
• Kuo, Y.F., Hu, T.L., & Yang, S.C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: the moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187.
• Laitala, K., & Klepp, I.G. (2018). Motivations for and against second-hand clothing acquisition. Clothing Cultures, 5(2), 247-262.
• Lee, J., & Shin, Y.S. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior, 31(1), 356-366.
• Lee, S.M., & Lee, S.L. (2005). Consumers' initial trust toward secondhand products in the electronic market. Journal of Computer Information Systems, 46(2), 85-98.
• Little, T.D., Cunningham, W.A., Shahar, G., & Widaman, K.F. (2002). To parcel or not to parcel: Exploring the Question, Weighing the Merits. Structural Equation Modeling A Multidisciplinary Journal, 9(2), 151-173.
• Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360.
• Luo, C., Luo, X.R., Schatzberg, L., & Sia, C.L. (2013). Impact of informational factors on online recommendation credibility: The moderating role of source credibility. Decision Support Systems, 56(1), 92-102.
• Mohammad, J., Quoquab, F., & Sadom, M. (2020). Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement. Journal of Fashion Marketing and Management, 25(3), 482-510.
• Öztürk, A., & Nart, S. (2021). Tüketici boykot davranışının belirleyicileri üzerine bir araştırma: Ağızdan ağıza iletişimin aracılık rolü. Elektronik Sosyal Bilimler Dergisi, 20(78), 660-687.
• Paavola, J. (2001). Towards sustainable consumption: Economics and ethical concerns for the environment in consumer choices. Review of Social Economy, 59(2), 227-248.
• Padmavathy, C., Swapana, M., & Paul, J. (2019). Online second hand shopping motivation- conceptualization, scale development and validation. Journal of Reatiling and Consumer Services, 51(19), 19-32.
• Parguel, B., Lunardo, R., & Benoit-Moreau, F. (2017). Sustainability of the sharing economy in question: When second-hand peer-to-peer platforms stimulate indulgent consumption. Technological Forecasting and Social Change, 125, 48-57.
• Preacher, K.J. & Hayes, A.F. (2008). Contemporary approaches to assessing mediation in communication research. A. F. Hayes, M. D. Slater, and L. B. Snyder (Eds.), in The Sage sourcebook of advanced data analysis methods for communication research (pp. 13–54). Sage Publications, Inc
• Prieto, M., & Caemmerer, B. (2013). An exploration of factors influencing car purchasing decisions. International Journal of Retail and Distribution Management, 41, 738-764.
• Reutter, K.K., & Bigatti, S.M. (2014). Religiosity and spirituality as resiliency resources: Moderation, mediation, or moderated mediation? Journal for the Scientific Study of Religion, 53(1), 56–72
• Roux, D., & Guiot, D. (2008). Measuring secondhand shopping motives antecedents and consequences. Recherche et Applications en Marketing, 23(4), 63-94.
• Roux, D., & Korchia, M. (2006). Am I what I wear? An exploratory study of symbolic meanings associated with secondhand clothing. Advances in Consumer Research, 33(1), 29-35.
• Rucker, D.D., Preacher, K.J., Tormala, Z.L., & Petty, R.E. (2011). Mediation analysis in social psychology: current practices and new recommendations. Social and Personality Psychology Compass, 5(6), 359-371.
• Sethi, R.S., Kaur, J., & Wadera, D. (2018). Purchase intention survey of millennials towards online fashion stores. Academy of Marketing Studies Journal, 21(2), 1-16.
• Seyfang, G. (2004). Consuming values and contested cultures: A critical analysis of the UK strategy for sustainable consumption and production. Review of Social Economy, 62(3), 323-338.
• Sharif, M.A. Ahmad, W., & Ahmad, A. (2016). Electronic word of mouth: Investigating the influence of electronic message source credibility, message appealand brand equity on consumer purchase intention. City University Research Journal, 6(1). 151-165.
• Shrivastava, A., Jain, G., Kamble, S., & Belhadi, A. (2021). Sustainability through online renting clothing: Circular fashion fueled by instagram micro-celebrities. Journal of Cleaner Production, 278(3), 123772.
• Tian, K.T., Bearden, W.O., & Hunter, G.L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66.
• Tien, D.H., Amaya Rivas, A.A., & Liao, Y.K. (2018). Examining the influence of customer-tocustomer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249.
• Triantafillidou, A., & Siomkos, G. (2014). Consumption experience outcomes: satisfaction, nostalgia intensity, word-of-mouth communication and behavioural intentions. Journal of Consumer Marketing, 31(6/7), 526-540.
• Venkatesh, V., & Davis, F.D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
• Wagner, T., & Rudolph, T. (2010). Towards a hierarchical theory of shopping motivation. Journal of Retailing and Consumer Services, 17(5), 415-429.
• Waight, E. (2013). Eco babies: Reducing a parent's ecological footprint with second-hand consumer goods. International Journal of Green Economics, 7(2), 197-211.
• Williams, C.C., & Paddock, C. (2003). The meanings of informal and second-hand retail channels: Some evidence from Leicester. International Review of Retail, Distribution and Consumer Research, 13(3), 317-36.
• Yan, R., Bae, S., & Xu, H. (2015). Second-hand clothing shopping among college students: The role of psychographic characteristics. Young Consumers, 16(1), 85-98.
• Zhang, S.Y., & Chen, H.M. (2018). Research on factors influencing online purchase intention of second-hand products from the TAM perspective. Conference Proceedings Of The 6th Internatıonal Symposıum On Project Management (Ispm2018), 1207-1216.