Title: Is this a new era for old goods? Analysing the motives for second-hand product resale in the platform economy

Authors: Saleem Ur Rahman; Hannu Makkonen

Addresses: School of Marketing and Communication, University of Vaasa, Wolffintie 34, 65200 Vaasa, Finland ' School of Marketing and Communication, University of Vaasa, Wolffintie 34, 65200 Vaasa, Finland

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.

Keywords: second-hand consumption; sharing economy; resale; motives; peer to peer; online platforms.

DOI: 10.1504/IJEXPORTM.2022.130498

International Journal of Export Marketing, 2022 Vol.5 No.3/4, pp.296 - 319

Received: 10 Sep 2022
Accepted: 31 Dec 2022
Published online: 24 Apr 2023 *

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