중고거래 플랫폼에서 상호성이 사회적 자본을 통해 거래 의도에 미치는 영향 : 진정성 경험의 역할

초록

The secondhand market has been continuously growing, centered around secondhand trading platforms chosen by consumers seeking rational transactions. The purpose of this study is to propose a direction for the sustainable growth of a secondhand trading platform by highlighting the importance of social capital perceived by consumers, and revealing that interactions and authentic experiences are conditions that strengthen the impact of social capital. This study developed a research model concerning social capital in secondhand transaction platforms and conducted a survey of consumers using these platforms, testing hypotheses with 330 samples. The interactions between sellers and consumers, as well as between consumers themselves, on the secondhand trading platform increased transaction intention through social capital. Additionally, the authentic experience moderated the interactions and social capital, thereby strengthening transaction intention. The findings contribute to establishing consumer-tailored growth strategies for secondhand trading platforms by presenting the importance of the formation of social capital as a condition for the continuous interaction activities of participants on secondhand platforms.

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