A Study on the Key Success Factors and Perceived Value of Online Second-hand Products Reselling: Facebook Shopping Group

• Main Authors: Lin, Chen-Ni, 林珍妮
• Other Authors: Wang, Wen-Hung
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/tft8u3

碩士 === 國立臺灣海洋大學 === 航運管理學系 === 106 === It has been eighteen years from 2001, since Yahoo! Auction business set up the platform in Taiwan. Specifically, eBay, Ruten, Shopee and Facebook groups have successively joined which has made the second-hand market unrestricted by spatial, time and location. Finally, the internet auction platform becomes one of the most important transaction channels in addition to traditional auction market. While most of the past literatures focused on eBay, Ruten and Yahoo!, the rapid developments of Facebook groups has gained significant attention. In spite of various kinds and large scale of Facebook groups grown prosperous, research that focused on Facebook second-hand goods group are scarce. This study aims on both buyers and sellers of Facebook groups. We investigate both buyers and sellers opinion on the relationship between key success factors of Facebook reselling groups and perceived value. With data collected from 2017/11/8 to 2017/11/18, a total of 217 valid questionnaires were received from seller, and a total of 220 valid questionnaires were collected from buyers. The results revealed that “interactive”, “corporate (brand) image”, “security”, “interface and design”, and “environmental protection” are perceived as the key success factors of the second-hand goods resale groups from both sellers’ and buyers’ perspective. Meanwhile, sellers also stressed “e-word-of-mouth” while buyers stress “seller personality” and “quality trust” in addition to the above mentioned key success factors. Therefore, we can infer that although both buyers and sellers have the same perception about KSF of Facebook reselling groups on some perspectives, several different opinions about KSF still exists.