Research on seller reputation and perceived product risk on digital second-hand product platforms

This research aims to deeply investigate how consumer perceptions of selling second-hand products on digital platforms vary according to the seller's reputation. The study demonstrates that there is always a certain level of risk involved in such shopping experiences and that the seller's reputation is a significant determinant of consumers' attitudes and purchase intentions towards second-hand products. It is a situation where consumers' perceptions of product-related risks usually come to the forefront, and these risk perceptions show variable levels depending on the seller's reputation. The main objective of the study is to determine the level of product-based risk types perceived by consumers towards second-hand products, depending on the seller's reputation. To achieve this objective, a qualitative research method was adopted. In the first phase, a qualitative method was adopted, and a survey asking 150 consumers whether they purchased second-hand products from digital second-hand platforms was administered. This survey was designed to gather information about consumers' experiences buying second-hand products and to understand their general attitudes. Findings from the open-ended questions of the survey were subjected to content analysis. In the second stage, another survey was conducted on a total of 500 people, measuring the levels of risk they perceived according to the seller's reputation and product categories. This survey was designed to understand how the seller's reputation in different product categories affects consumers' perceptions of risk. The analysis revealed nine different themes related to second-hand product risk, including hygiene, careless/rough use, performance, condition, warranty, asymmetric information, bad/negative energy, health, and authenticity. The level of risk perceived by consumers in products separated by categories has shown variability depending on the seller's reputation. In conclusion, while digital platforms facilitate the process of shopping for second-hand products, they also increase consumers' perceptions of product-related risks. The product not turning out as described, the insecurity resulting from a lack of information, especially triggers concerns related to hygiene and health. Moreover, the perceived risk changes depending on the product's category and the seller's reputation. These findings offer an important perspective on the variety of risks consumers face when shopping for second-hand products and how these risks change depending on the seller's reputation. In this digital age, where the popularity of second-hand product purchases is increasing, such studies have the potential to help consumers have more conscious shopping experiences. In conclusion, this research on consumer perceptions and the effects of seller reputation on the sale of second-hand products on digital platforms reveals important findings. The perception of risk by consumers in second-hand product sales and the relationship of these perceptions with the seller's reputation represent an important area for understanding and improving digital shopping experiences.