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Contextual effect of online second-hand shoppers' loyalty: a vendor comparison

Author

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  • Neus Vila-Brunet
  • Josep Llach

Abstract

How is loyalty achieved in online second-hand markets? Does the type of seller (professional or amateur) affect the level of satisfaction and loyalty of online second-hand shoppers? To address these questions, a loyalty model is proposed. The model identifies the relationships between the OSS-Qual quality scale and the dimensions of satisfaction and loyalty. Results identify that website satisfaction contributes three times more to shoppers' loyalty than do vendor and product satisfaction. Online second-hand shoppers' satisfaction and loyal behaviour are higher when the vendor is a professional. Strategies aimed at increasing website quality and professionalism is the most effective ones to ensure shoppers' loyalty.

Suggested Citation

  • Neus Vila-Brunet & Josep Llach, 2023. "Contextual effect of online second-hand shoppers' loyalty: a vendor comparison," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 18(4), pages 389-409.
    • Handle: RePEc:ids:ijimad:v:18:y:2023:i:4:p:389-409
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