Empirical analysis of the impact of second-hand trading platform characteristics and product attributes on consumer trust, perceived risk, satisfaction, and reuse intention in China

Abstract

This study, anchored in psychological theory, employs a questionnaire survey to investigate the perspectives of 695 users on a leading second-hand trading platform in China. The research aims to delineate how platform and product attributes influence consumer psychology, specifically focusing on trust, perceived risk, satisfaction, and the propensity for reuse. The findings suggest that platform attributes (e.g., system quality, user-friendliness, and convenience) and product attributes (e.g., rarity, cost-effectiveness, and desirability) significantly shape consumer psychology by bolstering trust and attenuating perceived risk. Furthermore, within the consumer's psychological framework, trust and perceived risk are found to positively influence satisfaction, which in turn impacts the intention to reuse. To align more closely with consumer psychology and to foster greater trust while reducing risk perception, platform operators should prioritize streamlining the user interface, enhancing system reliability, ensuring the transparency of product information, and capitalizing on user reviews for the continuous management of second-hand items. Additionally, they should amplify marketing and personalized recommendation strategies, as well as refine customer satisfaction surveys, feedback systems, and customer support services. Future research should expand the scope of investigation, combine quantitative and qualitative research methods, and track the evolution of consumer psychological attitudes over time. It should also aim to develop more comprehensive research models by incorporating a broader spectrum of individual and societal variables.