Understanding Consumer Values: An Explanatory Sequential Mixed Methods

Abstract

This study aims to accomplish two goals: First, the analysis uses the means-end theory (MEC) to test a conceptual model that includes relevant variables, such as engagement, emotional value, functional value, attitude, and environmental consciousness established to comprehend how Turkish consumers evaluate non-auction-based C2C secondary marketplaces; second, in line with the variables, to reveal the views of Turkish users on these marketplaces through in-depth. A sequential exploratory mixed method design combining quantitative and qualitative parts is used in this study. The data in Study 1 acquired from 363 consumers via face-to-face surveys were analyzed using explanatory factor analysis, and the process model produced by Hayes tested the hypotheses-study 2 featured 20 in-depth interviews with C2C online secondary marketplace users. The findings reveal that the variable of consumer engagement partially mediated the relationship between functional value/emotional value and attitude toward platforms. Additionally, Environmental consciousness moderates the strength of the relationships between functional value/emotional value and attitude toward platforms mediated by consumer engagement. The results of Study 2 show that in addition to functional and emotional values, social and environmental values result from the consumer's evaluation of C2C online secondhand platforms. Moreover, consumer engagement, mainly associated with platform features, user comments, and seller profiles, leads to positive attitudes toward platforms. The study is original in that it uses a sequential explanatory mixed method approach to determine the thoughts of Turkish users about the online secondary marketplace in the relationship between consciousness, and attitudes.