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Barriers to online second-hand purchase behavior

Cristina Calvo-Porral (Business Department, Facultade Economia y Empresa, University of La Coruña, La Coruña, Spain)
Javier Orosa-González (Business Department, Facultade Economia y Empresa, University of La Coruña, La Coruña, Spain)
Nuria Viejo-Fernández (Business Department, University of Oviedo, Oviedo, Spain)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 19 December 2023

Issue publication date: 23 February 2024




In this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online.


For this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM).


The findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior.


This study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.



Calvo-Porral, C., Orosa-González, J. and Viejo-Fernández, N. (2024), "Barriers to online second-hand purchase behavior", Marketing Intelligence & Planning, Vol. 42 No. 2, pp. 213-233.



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