The Impact Of Second-hand Platform Value Proposition On Consumer Behavior

With the popularity of the concept of sustainable living and the development of online business platforms,a large number of second-hand and unused trading platforms have appeared in domestic and foreign markets,such as Xianyu,e Bay,etc.The improvement of consumption level and demand also make consumers’ acceptance of second-hand goods change.The value concept of second-hand consumption has also expanded from the initial economic factor of economy-oriented to the moral factor of advocating environmental protection and resource saving,and the hedonic factor of Taobao and finding unique goods.For the second-hand trading platform,will different types of value propositions of second-hand consumption such as morality,hedonism and economy influence people’s consumption behavior and habits imperceptibly? Are there differences in the effects of different second-hand consumption value propositions on consumption behavior? As people’s dependence on online consumption increases,the coverage of goods in online second-hand market also shows a trend of rapid expansion.From a single consumption of second-hand books in the past,luxury goods,electronic products and daily necessities can now be purchased on second-hand platforms.Different from traditional shopping,consumers’ acceptance attitude towards second-hand goods is relatively vague.Will the particularity of second-hand goods lead to consumers’ different willingness to pay for goods of different types and values? What is the potential neural mechanism of consumers in the selection process?Therefore,this paper chooses the value proposition of moral,hedonic and economic second-hand platforms as the independent variables of the study.To measure consumer behavior,consumers’ willingness to recommend platforms and pay for goods is taken as the dependent variables of the study.By combining experiments and questionnaires,this paper explores whether second-hand trading platforms under different value propositions can affect consumer behaviors and their differences from the perspective of cognitive neuroscience,and further explores the moderating effect of commodity value and commodity type on their influences and the internal neural mechanism.The results are divided into two parts: behavioral experiment and EEG experiment.The results of behavioral experiments show that:(1)In the context of moral value proposition,the value proposition of second-hand platform has a positive impact on consumers’ platform recommendation intention.(2)In the context of moral value proposition,the value proposition of second-hand platform has a positive impact on consumers’ willingness to pay.(3)In the hedonic value proposition scenario,the value proposition of second-hand platform has a positive impact on consumers’ willingness to pay.(4)In the context of moral value proposition,commodity type plays a moderating role in the influence of second-hand platform value proposition on consumers’ willingness to pay.Compared with experience-type goods,search-type goods can promote consumers to have higher willingness to pay.As for the EEG experiment results,the ERP analysis results of commodity induction show that:(1)In the economic value proposition scenario,compared with high-price commodities,low-price commodities can induce more negative and larger N200 components,while high-price commodities can induce more corrected and larger P200 components.(2)In the hedonic value proposition scenario,low price goods induce a corrected and larger P200 amplitude than high price goods.(3)In the ethical value proposition scenario,experience-based goods induce a corrected and smaller P200 component than search-based goods.The ERP analysis results of price induction show that:(1)Under the economic value proposition scenario,compared with high price commodities,low price commodities can induce higher and larger P300 components in individuals.Combined with the changes of different EEG components revealed by behavioral and EEG results,this paper finds that under the influence of economic value proposition scenario,individuals will pay more attention to and expect low-price commodities,while high-price commodities are a relatively negative material stimulus.Both types of commodities will cause individuals to allocate more attention resources.At the same time,compared with search-type goods,individuals will have higher attention and expectations for experience-type goods.Under the influence of hedonic value proposition scenario,individuals will have higher attention and expectations for highprice commodities,and their willingness to pay for commodities is also significantly improved.Under the influence of the moral value proposition situation,there was no significant change in the EEG components of the individuals in the early stage,but their willingness to recommend the platform and to pay for goods increased significantly.As for the EEG experiment results,the ERP analysis results induced by commodities show that:(1)In the economic value proposition scenario,compared with high-value commodities,low-value commodities can induce more negative and larger N200 amplitude and correct and smaller P200 amplitude.(2)In the hedonic value proposition scenario,high-value goods induce a corrected and smaller P200 amplitude than low-value goods.(3)In the economic value proposition scenario,experience-based goods induce corrected and smaller P200 amplitudes than search-based goods.Priceinduced ERP analysis results show that:(1)In the economic value proposition scenario,compared with high-value goods,low-value goods can induce higher and larger P300 components in individuals.The research results of this paper provide a number of management inspirations for second-hand e-commerce platform merchants in platform design and strategy selection.First of all,the second-hand e-commerce platform can try to use the propaganda content and design of moral value proposition to convey the consumption values of second-hand consumption on environmental protection,resource saving and sustainability to consumers,which is helpful to improve consumers’ recommendation intention to the second-hand e-commerce platform and form a better word-of-mouth environment.In terms of the selection of commodities,this paper suggests that platform merchants should try to increase the exposure or placement rate of experienced commodities after increasing the release of moral value information.While moral value information on the platform improves consumers’ tolerance of experienced commodities,it also increases the possibility of consumers placing orders for such commodities.Secondly,when using promotional content or design with different value propositions,second-hand platform merchants can conduct targeted placement or exposure of goods according to the type of value proposition.For example,in the context of economic value proposition,the homepage of the platform can increase the placement or recommendation of low-price and experienced commodities;In the context of moral value proposition,the experience-oriented products dominated by fast fashion consumer goods will attract consumers’ higher attention and higher willingness to pay.Therefore,platform merchants can not only strengthen the propaganda of moral values in the page design,but also launch or recommend experienced products of fast fashion type,so as to realize the increase of customer price more accurately and targeted.In the context of hedonic value proposition,platform merchants can choose rare and unique high-price commodities as the main promotion commodities to bring higher profits.