The Role of Participatory Online Redistribution Platforms to Buy Second-Hand Goods on Brand Loyalty (Case Study of Divar and Sheypoor Platforms in Iran)

This study investigates the role of participatory online redistribution platforms for the purchase of second-hand goods on brand loyalty (the case of the divar and Sheypoor platforms in Iran). The purpose of this research is developmental and applied research and in terms of research method, it is descriptive-correlational research based on structural equation modeling. The statistical population of the present study was the sellers of second-hand goods on Divar and Sheypoor platforms, and due to the numerous population, 5,000 people were considered as the research population. The research was selected. The collection tool in the present study is the Abs et al. (2020) questionnaire. Findings showed that loyalty intentions to the platform (Divar and Sheypoor) have a positive effect on brand loyalty intentions and satisfaction with the experience of platform services (Divar and Sheypoor) has a positive effect on platform loyalty intentions and ease of use components perceived usefulness, entertainment aspect, sense of social belonging to a community, vendor credibility and third-party platform recognition (Divar and Sheypoor), have a direct and positive effect on brand loyalty intentions.