Distribución marxinal en liña: A compra de produtos de segunda man a través de internet

Abstract

[Resumo]: A compra e venda de segunda man existe dende hai séculos, mais a aparición das novas tecnoloxías favoreceu o crecemento acelerado dos últimos anos. En vistas da escaseza de investigacións centradas nas motivacións do consumidor, a investigación tivo o obxectivo de identificar as variables con influencia na intención de mercar produtos de segunda man en internet. Levouse a cabo un estudo empírico que partiu do modelo da aceptación e uso da tecnoloxía (TAM). Seleccionáronse as variables máis importantes do modelo (utilidade percibida e facilidade de uso percibida) e engadiuse o risco percibido, o aforro esperado, a motivación ética e ambiental. Difundiuse unha enquisa en liña de xeito aleatorio entre persoas adultas residentes no país, con 371 respostas válidas rexistradas. A evidencia recollida demostrou que o consumidor ten intención de mercar segunda man en liña grazas ao aforro esperado, é a variable máis importante. A utilidade percibida da plataforma de venda inflúe lixeiramente menos e apenas incide a motivación ambiental. Polo tanto, as tres variables poden augurar o comportamento, as restantes rexéitanse por non influír significativamente[Abstract]: The second hand sell and purchase has existed for centuries, however the creation of the new technologies favoured the fast growth of the last years. In sights of the shortage of consumer motivation investigations, this study had the objective of identifying the variables with influence on the intention of buying second-hand product buying on the Internet. An empirical study was done from the acceptance and use of the technology model (TAM). The most important variables of the model (perceived usefulness and perceived ease of use) were selected and added the variables perceived risk, expected savings, ethical motivation and environmental motivation. An online survey were randomly spreadded between adults residents in Spain, with 371 valid answers collected. The empirical evidence showed that the customer intends to buy second hand items online due to the expected savings, which is the most important variable. The perception of usefulness of the salling platforms has slightly less influence and hardly affects the decisions, and also environmental motivation hardly matters. Therefore, those three factors can predict consumer behaviour. The remaining variables are refused as they are not influencing significantly.