The effects of online second-hand shopping motivations on sustainable consumption behavior and online repurchase intention in consumer-to-consumer electronic commerce (C2C) and the mediating role of electronic word of mouth marketing

Second-hand products, which have a long history, have become more popular in recent years and have begun to be purchased more by consumers. At first, second-hand products, which were physically purchased from physical places such as flea markets, spot markets, auction shops, have recently started to be purchased on electronic platforms, especially with the developments in the field of internet technology. There are many motivations such as economic, convenience and ideological on the basis of second-hand product shopping, which takes place in the form of consumer-to-consumer electronic trade (C2C) and consumers turn to second-hand products within the scope of sustainable consumption. In this context, the aim of the research is to determine the effects of online second-hand shopping motivations on sustainable consumption behavior and online repurchase intention and to reveal the mediating role of word of mouth marketing in these effects. For this purpose, convenience sampling method was used in the research and data were collected from 551 online second-hand customers with an online questionnaire prepared on Google Forms. SPSS 21 and AMOS 24 programs were used in the analysis of the data obtained and the research hypotheses were tested with structural equation model analysis. As a result of the research, only economic and ideological motivations among online second-hand shopping motivations have a positive effect on sustainable consumption behavior and electronic word of mouth marketing behavior. It has been determined that all online second-hand shopping motivations have positive effects on online repurchase intention while electronic word of mouth marketing behavior has a positive effect on both sustainable consumption behavior and online repurchase intention. When the mediation results in the research are examined, it has been determined that electronic word of mouth marketing behavior has partial mediating roles in the effects of online second-hand shopping motivations, economic and ideological motivations on online repurchase intention and sustainable consumption behavior.