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PERCEIVED VALUE AND ITS ANTECEDENTS OF SECOND-HAND GOODS FROM UNKNOWN ONLINE SELLERS
Online shopping is significantly increasing worldwide and is showing a continuous potential in terms of growth, security, price and shopping convenience. It was noticed that 65% of online shoppers browse for products online every day and this activity has become customer’s part of their everyday life, which is an advantage for second hand online retailers (Wares, 2012). The trend emerging for purchasing second hand goods from online retailers has also shown an increase recently (Sharman, 2012). Second hand online shopping is one of the industries that everlastingly remain unaffected even if it undergoes any economic circumstances (Heller, 2011). USA and UK are the leading countries of second hand online shopping with most sales being incurred from early years. Considering the newly advanced BRIC countries, both China and Brazil are famous for second hand online shopping and are expecting to undergo a constant increase in the near future. Russia and India had a very slow growth of second hand online shopping from the year 2004 and remained slow, but increased during recession and will incure higher sales by early 2014 (Rueter, 2013). Thus, the question arises - what makes second hand goods sold online from unknown online retailers valuable? The answer might be found in the notion of perceived value that has become an important construct within the e-business framework because of such an easy access to online retailers. If customers perceive the value of second hand goods sold by the unknown online seller as high, they are more likely to enter into the transaction with that retailer. The company’s reputation also plays an important role here as it represents an asset to the owner and customers would trust the seller because of that asset (Kirmani and Rao, 2000). This asset turns out to be even more important when it becomes hard to evaluate the seller in cases of purchasing services or when shopping online. This study examines effects of antecedents on perceived value of second-hand goods sold online. Specifically, the study uses the data from an online survey collected across various countries. The data suggests significant effects of antecedents on perceived value of goods sold by second-hand online retailers.
