Sustainability and Social Responsibility

The Factors Behind Second-Hand Fashion Consumer’s Service Recommendation Behavior: A Text Mining Approach

---

Abstract

This research aims to investigate the factors working behind online C2C SHF service recommendation behavior by SHF consumers. Consumer-generated C2C SHF platform reviews on the business review website are the data for this research. Out of 2241 negative reviews, 106 reviews mentioning ‘not recommending the SHF service’ are separated. Content analysis was done to identify the occurrence of six major sources of value perspectives that impact recommendation behavior. C2B interactions are the single most occurred source of value (72.64%). Improving this value should impact the recommendation behavior of the consumer positively. In the case of a source of value co-occurrence, improving the combination of ‘delivery’ and ‘C2B Interaction’ source of value should improve the recommendation behavior most (89.62%). The findings indicate that customer service provided by the business platform is the most impactful value that a consumer might want to perceive. 

Keywords: Second-hand Fashion, Source of Value, Recommendation Behavior, Text Mining

How to Cite:

Hasan, H. & Lang, C., (2022) “The Factors Behind Second-Hand Fashion Consumer’s Service Recommendation Behavior: A Text Mining Approach”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15968