Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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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) -

  • Yu Sun (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Ho Jung Choo (The Research Institute of Human Ecology, Seoul National University)
  • Received : 2022.12.13
  • Accepted : 2023.02.27
  • Published : 2023.02.28
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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 and empirically validated a research framework to predict consumers' motivation to use re-commerce platforms. We explored the diverse factors influencing mobile commerce usage through re-commerce platforms. Furthermore, this study investigated the role of gender differences as a factor moderating the association between several constructs and the intention to use re-commerce platforms. A total of 226 consumer responses were collected. The results indicated that hedonic motivation, performance expectancy, consumer habits, social influence, and price value affect consumers' attitudes toward re-commerce platforms. The effects of the attitude toward re-commerce platforms on the intention to use these platforms were also statistically significant. When effort expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, male consumers' attitude toward its usage, in particular, also increases. Meanwhile, when performance expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, the attitude toward its usage increases among female consumers. Moreover, our results indicate that the two gender groups present different characteristics regarding re-commerce platform usage. Therefore, this study offers a theoretical basis for future analyses of second-hand trade.

Keywords

Acknowledgement

This work was supported by The Research Institute of Human Ecology, Seoul National University.

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