What are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? / Romane RIGAUD / 2023

Titre : What are the factors influencing consumers’ preference for peer-to-peer and brands platforms when engaging in online second-hand consumption ? Type de document : Mémoire Auteurs : Romane RIGAUD, Auteur Année de publication : 2023 Importance : 38p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; COMPORTEMENT DU CONSOMMATEUR ; INFORMATION DU CONSOMMATEUR Résumé : Second-hand consumption has grown considerably in recent years, especially thanks to the emergence of online platforms whether it is peer-to-peer (P2P) or brands platforms. Indeed, consumption of pre-owned products seems to be an interesting solution both for economical but also environmental reasons. However, it should be noted that P2P platforms have existed for a long time compared to brands platforms which have developed much more recently. We can therefore consider these two types of platforms as indirect competitors and this competition calls for a need for managers of both platforms to know more about consumers’ motives to turn towards one or the other option. Through a qualitative study, this paper analyses what motives drive consumers towards either P2P or brands platforms. It appears that, so far, second-hand online consumers don’t know much about brands platforms which raises an issue of lack of awareness and communication around this new concept but they would be tempted to use it mainly for security and safety reasons especially when it comes to articles from premium or luxury brands. Indeed, P2P platforms are considered more risky to use because of the possibility of being scammed by other users. However, P2P platforms appear to be widely known and use among French second-hand online consumers and they are chosen because they offer attractive prices especially thanks to a possibility to negotiate and much more choicecompared to brands platforms. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581980