The Impact of Perceived Value and Risk on the Continuous Use Intention in the Second-hand Goods Trading: From the Second-hand Book Transactions

Purpose: As the sharing economy and cooperative consumption become more dynamic and cooperative consumption behavior become more diverse, the second-hand goods trading market size is increasing year by year. Especially, the trend gained its popularity as Peer to Peer(P2P) transaction is secured by an advanced on-line platform business mediator. However, research on behavioral motivation of engaging in the second-hand book industry, one of the most active forms of sharing and cooperative economy, under performs the popularity. Research design, data, and methodology: The research was performed from the 129 relatively young respondents who are active participants in sharing and cooperative consumption using SPSS AMOS to test the hypotheses. From the questionnaires filled by the respondents, Perceived Value(PV) and Perceived Risk(PR) variables are calculated and their correlations on Customer Satisfaction(CS) and Continuous Use Intention(CUI) are measured. Results: In this study, the authors take a look at the factors that affect the CS and CUI of second-hand book trading via online platforms. The result shows that the PV of second-hand book transactions has a significant influence on the CS of the second-hand service and CUI dimensions. Looking at it in more detail, among the PV variables, Emotional Value(EV) has the strongest influence on CS followed by Economic Value(EV), Social Value(SV). For the CUI variable, while EV also has the strongest impact, the EV and SV have almost similar magnitude of impact. Implications: The Emotional Values sub variable has the strongest influence on both CS and CUI variables. So, marketing tactics and strategies that strengthening emotional values would be more effective in second-hand book trading than economic and social values. However, respondents show that PR is not negatively affecting CS and CUI in this research. It may due to easy return and increased transparency of on-line P2P business settings.