Loyalty to amateur sellers in the online second-hand market

Purpose This study develops a scale to measure loyalty to second-hand sellers in online markets. The potential marketing outcomes are discussed based on the tested model. Design/methodology/approach A scale measuring loyalty to unprofessional second-hand sellers was developed in five stages. An experimental model was also developed using data from four different countries, where the level of product information was manipulated to observe its effects on loyalty dimensions. Findings The developed scale has two sub-dimensions: purchase loyalty and person loyalty. The results validate the use of a loyalty scale and conclude that a second-hand seller should provide sufficient information about the product, which would increase loyalty and generate repurchase intention. Practical implications It is recommended that second-hand sellers follow potentially profitable customers and provide sufficient product information to enhance loyalty sales. Consumers may be able to establish regular streams of income through online second-hand sales. Social implications The system potentially enables the creation of a consistent and systematic used-product and revenue cycle, maintaining an environment-friendly circulation of second-hand items. Originality/value Most studies have focused on buyer behavior, largely ignoring the amateur seller’s perspective. The absence of deliberate branding by second-hand sellers creates an interesting research opportunity to investigate the factors contributing to buyer loyalty.