THE IMPACT OF CONSUMER MOTIVATION ON REPURCHASE IN ONLINE SECOND-HAND SHOPPING EXPERIENCE-AN APPLICATION AIMED AT MEASURING STUDENT TENDENCIES

Abstract

The concept of second-hand shopping, which refers to reusing a garment, electronic device furniture, or any product previously worn or purchased by someone else but not used, is considered a significant phenomenon in today's social marketing environment where discussions about carbon footprint take place, potentially altering shopping habits. Many businesses that support this trend and operate from a social marketing perspective are making significant efforts to go beyond entrenched biases and promote second-hand shopping as a popular trend. Additionally, numerous online shopping platforms that provide a secure environment for second-hand transactions offer significant opportunities to change the perception of used products and foster a positive outlook within society. Moreover, online second-hand shopping platforms, which are becoming increasingly prominent among major sales platforms, attract much more user interest today compared to the past due to their advantages such as environmental friendliness, cost-effectiveness, and flexibility in working conditions for internal customers.

The objective of this study is to explore the experiences of consumers engaging in online second-hand shopping and to elucidate their underlying consumption motivations. In line with this objective, a field research will be conducted among higher education students, and the findings will be interpreted. This study is significant in emphasizing the perspective of social marketing.