| Abstract [eng] |
The main goal of this master's thesis is to determine the sharing economy e-platform factors that contribute to sellers' intention to sell second-hand clothing and buyers' intention to buy. To find out, the work consists of three main parts - literature review, methodology, analysis of research results and presentation of conclusions and recommendations. The literature review consists of theoretical insights about e-platforms based on the principles of the sharing economy, value co-creation based on the relationship quality aspect, factors influencing the intention of sellers and buyers when buying or selling second-hand clothes, trust in the community and the e-platform when intending to buy and intending to sell, the influence of economic benefit perception and price sensitivity on the intention to buy and sell, the influence of the perception of sustainability on the intention to buy and sell and the perception of pleasure on the intention to buy and sell second-hand clothes. These topics allow you to get awareness with the theories and research of the sharing economy that have been studied. After reviewing a literature, the study of sharing theory was found, according to which the research model of this work was created, which allows to study the factors of the intention of sellers and buyers in sharing. Next made up a methodology and quantitative survey questionnaires for two cases - sellers' intention when selling and buyers' intention when buying second-hand clothes on the sharing economy e-platform "Vinted". The purpose of the surveys is to explore the respondents' views on the research factors raised and to determine which factors influence consumers' intention to buy or sell Vinted and which do not. Both surveys collected 206 active Vinted users each, for a total of 412 respondents. IBM SPSS was used to analyze the research and linear regressions were performed to test the hypotheses. To achieve the set work goal. In the obtained research results, it was found that all the factors analyzed in the study - "Community Trust", "E-Platform Trust", "Perception of Economic Benefit", "Price Sensitivity", "Sustainability Perception" and “Perception of pleasure" influence the intention of sellers to sell second-hand clothes at Vinted. Factors that influence buyers' intention to purchase second-hand clothing on Vinted are "Community Trust", "E-Platform Trust", "Price Sensitivity" and "Sustainability Perception". However, two factors, "Perception of Economic Benefit" and "Perception of Pleasure" were dropped because they have no influence on purchasing. The conclusions of the work presented the main general aspects and provided recommendations. This work can serve as an additional tool for future research related to second- hand clothing sales on sharing economy e-platforms. It is also beneficial for the “Vinted” brand to learn about the consumer factors that drive them to actively sell and buy second-hand clothing on their e-platform. |
