Consumer Switching Behavior in the Online Second-Hand Marketplace: Focusing on the PPM Framework

Purpose – This paper explores and investigates consumer switching behavior in the evolving online second-hand marketplace. Utilizing the Push-Pull-Mooring (PPM) framework, this study examines the limitations of the existing framework, and approaches the topic from a more refined perspective. It aims to understand why consumers are migrating from traditional platforms (B2C) to new platforms (C2C). Design/Methodology – A survey was conducted on 367 Korean participants, the results of which were analyzed through structural equation modeling. The participants were recruited through a Korean survey agency and comprised consumers with experience with both open second-hand marketplaces (OSM) and location-based second-hand marketplaces (LBSM). Findings – The main reason consumers avoid B2C platforms is privacy concerns. Conversely, the decisive reason for preferring the C2C platform was transactional trustworthiness. In addition, relative advantage in the new platform had a more significant effect on switching intention than perceived irritation in the previous platform. Originality/value – Our study is significant because it sheds light on mooring factors in the PPM framework. Moreover, an underlying mechanism was presented in the relationship between push/pull/mooring factors and switching intention.