Research On User Loyalty Of Second-hand Trading Platform Based On The Theory Of Perceived Value

In recent years,domestic second-hand trading platforms have emerged endlessly,and the number of users has grown rapidly.The emergence of such applications has effectively solved the problems of asymmetric information,unsecured transactions,and complicated transaction procedures in China’s traditional second-hand trading market.Xianyu APP is a second-hand trading platform with a mature operation management model and the largest number of users.This article takes Xianyu APP as the research object and uses the perceived value theory as the theoretical basis to try to discover the mechanism of influence between the perceived value and user loyalty of second-hand trading platforms.First of all,through reading a lot of literature,this article builds on the basic theory of perceived value theory,and establishes a structural equation that takes functional value,experience value and social value as independent variables,user loyalty as the dependent variable and user satisfaction as the intermediary variable model.Then,through deep interviews to understand the deeper psychological motivation behind the user behavior of Xianyu APP,combined with the interview data to put forward the hypothesis of this study and design questionnaires for data collection.Finally,this paper uses confirmatory factor analysis to evaluate the data quality,and the results show that the reliability and validity of the data are good.Subsequently,hypothesis testing and intermediary effect testing were conducted.The results show that functional value,experiential value and social value can have a positive impact on user loyalty in the second-hand trading platform.All three dimensions of user perceived value have a direct impact on user satisfaction,and user satisfaction will strongly influence user loyalty.In addition,it is also found that there is a correlation between the three dimensions of user perceived value on second-hand trading platform and the three dimensions influence each other.In addition,there are some shortcomings in this study,which does not carry out classification research according to users’ preference of traded items.