Understanding Consumer Behavior in the C2C Second-Hand Market: An Experimental Study on the Influence of Buyers' Childhood SES and Sellers' SES

Abstract

The C2C online second-hand market has grown significantly in recent years and is projected to sustain its growth in coming years. Consequently, gaining a deeper understanding of consumer behavior within this context has become increasingly relevant, both for theoretical research and practical application. This thesis investigates whether the likelihood of purchasing second-hand items is influenced by consumers’ childhood socioeconomic status (SES), by the perceived SES of the seller, and by an interaction between the two. An online experimental survey is conducted (n = 307), presenting respondents with a hypothetical purchase scenario and asking them to choose between a comparable new and second-hand product after being conditioned with either a high-SES, low-SES, or no seller profile. While no statistically significant relationship is found between childhood SES and second-hand purchase likelihood, the study yields several noteworthy insights. Among the key findings, sellers’ SES is significantly and positively related with consumers’ likelihood to purchase second-hand, and the presence of any seller information, compared to no seller information, appears to increase purchase likelihood. Further exploratory analyses point to a broader cultural shift in the perception of second-hand, supporting the current narrative in the second-hand literature stream. Study findings contribute to existing literature by broadening the understanding of consumption behavior in this market, while key findings regarding the seller’s role in C2C second-hand markets contribute to a notable research gap. Moreover, practical implications are derived for C2C second-hand platforms and their users.