Under the Presence of Digital Platforms, What Are the Gender Factors That Influence Consumers When They Purchase Secondhand Goods?

This study explores gender factors that influence consumer behavior in the secondhand goods market on digital platforms. In the context of growing ecological awareness and circular economy, understanding these factors is essential to optimize online sales strategies. The study identifies five key factors: price sensitivity, trust in digital platforms, environmental awareness, the impact of social networks, and consumer utility. The results indicate that women tend to be more price-sensitive than men, have more confidence in digital platforms, and are more environmentally conscious. The messages underscore the importance of targeted marketing and designing platforms that meet gender-specific preferences, thus improving the efficiency of the secondhand goods market. By focusing on the intersection of gender dynamics and online secondhand shopping, this study fills a gap in the existing literature and provides valuable information for e-commerce businesses and sustainability advocates.