The Influence Of Characteristics Of Second-hand E-commerce Products On Consumers' Perceived Risk And Purchase Intention

The digital economy has driven the rapid development of the Internet industry.In particular,the mobile Internet has gradually penetrated into daily life,and e-commerce has played an important role in various fields.Online shopping has become a mainstream shopping method.The convenient and fast shopping experience makes consumers gradually have idle items.In order to make full use of the public's idle goods,the second-hand e-commerce platform to realize the recycling of resources has gradually appeared in people's vision.Since both parties to the second-hand e-commerce have to bear greater risks than ordinary e-commerce,the second-hand e-commerce has not yet formed a larger market scale.As a branch of the sharing economy,second-hand e-commerce,under the wave of sharing economy,will establish and improve the new trading mode of online and offline in the second-hand market,which is a new development trend in the future e-commerce field.At present,few scholars have studied the second-hand e-commerce market under the new situation,and it is of great practical significance to study consumers' purchase intention for second-hand e-commerce products.This paper will take consumers as the main research object,combine the current situation of second-hand e-commerce products,introduce consumer perceived risk as a mediator variable,and empirically analyze the influence of second-hand e-commerce product characteristics on consumer perceived risk and purchase intention.Through literature research and the current research on the current situation of second-hand e-commerce market,this paper summarizes seven characteristics of second-hand e-commerce products.In terms of perceived risk,six dimensions were used to measure it according to previous research results.Through literature research and analysis of the current situation of second-hand e-commerce market,this paper summarizes seven characteristics of second-hand e-commerce products in the trading process,and measures perceived risks from six dimensions according to previous research results,so as to establish a model on the influence of characteristics of second-hand e-commerce products on consumers'perceived risk and purchase intention.Through empirical research,it is found that the six characteristics of second-hand e-commerce products,including affordable price,quality assurance,online reputation,transaction security,transaction convenience and after-sales effectiveness,have a negative impact on consumers' perceived risk and a positive impact on consumers' purchase intention.In addition,perceived risk,as an intermediary variable between the characteristics of second-hand e-commerce products and consumers' purchase intention,plays a partial mediating role.Based on the research results,this paper proposes relevant suggestions in a targeted manner.At the micro level,the seller's market should adjust its competitive strategy,maintain its competitive advantage and continuously improve its core competitiveness.At the meso level,the research results can serve the relevant national industry authorities and provide reference for strengthening network supervision and network security.At the macro level,in order to verify the future development trend of the second-hand e-commerce market,the integration and application of new technologies and the promotion of the country's sustainable development and other aspects to expand the research perspective.