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Consumer perception of social media marketing of online second-hand goods: Do risks matter?

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dc.title Consumer perception of social media marketing of online second-hand goods: Do risks matter? en
dc.contributor.author Kwarteng, Michael Adu
dc.contributor.author Jibril, Abdul Bashiru
dc.contributor.author Vykydalová, Nikola
dc.contributor.author Pilík, Michal
dc.contributor.author Juřičková, Eva
dc.relation.ispartof Proceedings of the 6th European Conference on Social Media, ECSM 2019
dc.identifier.issn 2055-7213 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 9781912764228
dc.date.issued 2019
dc.citation.spage 8
dc.citation.epage 15
dc.event.title 6th European Conference on Social Media, ECSM 2019
dc.event.location Brighton
utb.event.state-en United Kingdom
utb.event.state-cs Velká Británie
dc.event.sdate 2019-06-13
dc.event.edate 2019-06-14
dc.type conferenceObject
dc.language.iso en
dc.publisher Academic Conferences and Publishing International (ACPI)
dc.subject e-commerce en
dc.subject social media en
dc.subject traditional conjoint analysis en
dc.subject Czech Republic en
dc.description.abstract The advent of social media commerce has sparked enormous expansion in the marketing sector. One such visible strength of social media marketing is particularly felt in the way it empowers second-hand goods vendors to publicize their goods on online platforms to boost sales. However, while online transactions sometimes pose risks to the consumer, the accumulation of second-hand goods exacerbate these risks to the consumer. This paper sets out to investigate online users' aversion and fears relating to the purchase of second-hand goods on social media. The approach seeks to elicit and analyse user aversions (preferences) for second-hand goods on social media. Using traditional conjoint analysis, the relative importance (weights) of the perceived risks and combinations of the risk features are revealed. As a sequel, the findings showed that Health Risk is the adjudged riskiest attribute. This was seconded by financial risk and Security risk attribute. However, the Psychological risk attribute recorded the least risky attribute by respondents. The part-worth utility also revealed that respondents were not concerned with financial risk, however, security-wise, they seek for their integrity. Also, psychologically, they are keen on the Appearance of the used good while in Healthy situations, respondents are much particular about the recyclable nature of the used good in question. Situated in the Czech Republic, the study provides insight into the second-hand goods market in Europe and the associated risks, aversions and fears of the online consumer. Following a systematic approach, market reactions to variations of online second-hand goods market would be simulated. © The Authors, 2019. All Rights Reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009019
utb.identifier.obdid 43880558
utb.identifier.scopus 2-s2.0-85069958411
utb.identifier.wok 000555914800002
utb.source d-scopus
dc.date.accessioned 2019-08-16T09:30:16Z
dc.date.available 2019-08-16T09:30:16Z
dc.description.sponsorship Grant Agency of the Czech RepublicGrant Agency of the Czech Republic [GACR P103/15/0670 0S]; NPU I [MSMT-7778/2018 RVO]
utb.contributor.internalauthor Kwarteng, Michael Adu
utb.contributor.internalauthor Jibril, Abdul Bashiru
utb.contributor.internalauthor Vykydalová, Nikola
utb.contributor.internalauthor Pilík, Michal
utb.contributor.internalauthor Juřičková, Eva
utb.wos.affiliation [Kwarteng, Michael Adu; Jibril, Abdul Bashiru; Vykydalova, Nikola; Pilik, Michal; Jurickova, Eva] Tomas Bata Univ Zlin, Fac Management & Econ, Zlin, Czech Republic
utb.scopus.affiliation Tomas Bata University in Zlin, Faculty of Management and Economics, Czech Republic
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