TRUSTING DISTRUSTING? EXPLORING CONSUMER BEHAVIOR IN DIGITAL MARKETPLACES FOR USED PRODUCTS

Abstract

This research sought to understand whether the physical proximity between buyer and seller of products used in digital marketplaces influences trust in the seller's offer, in addition to investigating whether hedonic and utilitarian motivations interfere in this process. The study adopted a quantitative-descriptive approach, using a cross-sectional survey through an online survey. The Structural Equation Modeling technique was used to test the proposed hypotheses. Seller reputation directly affected trust in the seller's offer, and buyers with hedonic motivation were less demanding of seller reputation. Additionally, the survey revealed that the physical proximity between buyer and seller impacted trust in the buyer's offer, providing an opportunity for sellers to exploit this circumstance and increase sales. The findings highlight the importance of marketing strategies that focus on emotion, personal satisfaction, and pleasure to nurture hedonic buyers and tap into regionality as a differentiator. Future studies can deepen the findings and provide more insights and recommendations for sellers and buyers of products used in digital marketplaces.