How can C2C secondhand platforms increase sellers’ willingness to pay a membership fee? A uses and gratifications approach

Purpose This article aims to investigate which attributes of consumer-to-consumer (C2C) secondhand platforms can influence the Please, see consumer’s decision to pay a membership fee when they act as a seller of used goods. Design/methodology/approach Drawing on uses and gratifications theory, this study proposes factors that can affect sellers’ willingness to pay (WTP) and applies structural equation modeling to a sample of 442 Spanish online consumers. Findings Platform business and communication support, responsiveness and payment reception security are important attributes in determining sellers’ WTP. Surprisingly, customization influences WTP negatively, and efficiency and enjoyment have no effects. Originality/value This study is among the first to take account of sellers’ motivations to pay for C2C platforms, addressing four specific factors: customization, platform business support, platform communication support and responsiveness. The discussion of the results provides C2C secondhand platforms with interesting managerial implications, including the importance of knowledge and security in their freemium strategies.