Is this a new era for old goods? Analysing the motives for second-hand product resale in the platform economy Online publication date: Mon, 24-Apr-2023
by Saleem Ur Rahman; Hannu Makkonen
International Journal of Export Marketing (IJEXPORTM), Vol. 5, No. 3/4, 2022
Abstract: In the sharing economy model, peer-to-peer (P2P) online platforms are increasingly connecting people to share products and services. Despite the growing popularity of P2P online platforms, existing research shows a lack of understanding about consumers' resale motivations on such platforms. Using motivation theory and social exchange theory, this study investigates the impact of consumers' resale motives, namely economic, practical, recreational, generative, protestor, and social, on their resale behaviour in a P2P online context. The data were collected from 3,256 Finnish respondents and then statistically analysed using the partial least square structural equation modelling (PLS-SEM) method. The findings of this study indicate that economic, recreational, and social motives positively influence consumers' reselling behaviour; however, the data do not support the effect of practical, generative, and protestor motives. The findings have important implications for the development of theory, practice, and policymaking.
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