DOI: 10.14457/tu.the.2020.859
title: A design strategy for enhancing customer experience of secondhand luxury goods on online platforms

description: With changing times, the paradigm shift in the preference of millennials and Gen Z is stand out notably. They own products for a short while and then move to another thing. Their attitude is leaning towards the functional value of the product relating to quality, uniqueness, and usability. As a result, the second-hand luxury goods market is being highlighted and is currently emerging in Thailand. On the contrary, this situation attracts a large number of players, resulting in fierce competition on online channels. As a result, vendors are directly impacted by this issue. It leads to the question of what competitive advantage should they create to expand their business?To understand the core issues of online shopping and recommend the best solution, the goal, objectives, and design outcome have all been established. 1) The objective is to increase sales. By multiplying volume by price, increasing either of them or both can generate higher sales. However, the thesis will only concentrate on the volume aspect, namely growing the number of online customers since that part of the market is developing. Growing the customer base through online channels should thus be the priority in efforts to gain a competitive advantage. 2) The three objectives are defined to achieve the goal. This is accomplished by first researching and ranking the strategic factors that influence customers’ purchasing decisions. Finally, a variety of strategies are developed to improve customers’ shopping experiences on online platforms. 3) As a consequence, the design outcome is " A design strategy for enhancing the customer experience of second-hand luxury goods on online platforms."After all, the requirements above are clarified unquestionably. The investigation in chapter two will begin with an examination. The current state of the second-hand luxury market, customers, and related theories are analyzed to identify strategic factors. Next, the author will use the research above to create online questionnaires to elicit additional information from customers. It is delivered to 412 customers who have purchased second-hand luxury goods on online platforms. As a consequence, the data collected was interpreted using the Importance-Satisfaction Analysis tool (IPA matrix). It is demonstrated that the customers have different price ranges in spending, also have distinct pain and need when deciding to buy the goods. These findings are well explained into four quadrants: Keep up the good work (important attributes), Concentrate Here (desired factors), Low priority (expected characteristics), and Potential overkill (unimportant items).The analyzed outcome will focus on the desired attributes that should be taken into account and that require immediate action for improvement; such attributes are important and have a high impact on customer purchasing decisions, but perform poorly in the area of customer satisfaction.The outcome is divided into four aspects based on customer spending. 1) It should be noted that based on a total assessment of 412 respondents who purchased second-hand luxury goods online, the prices they paid ranged from 5,000 to 90,000 THB. It was discovered that there are two characteristics that the customers wished were improved. First, the information provided about the product did not meet the customer's expectations. Second, shoppers could not find the preferred product brand. 2) An analysis of customers who purchased goods for prices of between 15,001 and 30,000 THB on average showed that there are two major flaws with online selling platforms. The first is the slow response of sellers, and the second is unsatisfied discount/ festive promotions. 3) Based on an analysis of customers who spend an average of 30,001 to 45,000 THB per transaction, only one attribute should be considered, the product’s description. 4) According to the feedback of customers who typically spend between 75,001 and 90,000 THB, there is no cause for concern for them.In summary, the strategies suggested that 1) clear information is essential and it should be made available by retailers. To avoid product risk associated with online purchases. For example, ranking product conditions from new to old, providing a clear image to assist customers easily compare product qualification (size), and establishing buy and sell term conditions. 2) As a result, instead of going to online stores to purchase the product, customer purchasing behavior is changed. They decided to post their preferred product on social media and wait for sellers to offer them the right product. This buying signal indicates that simply waiting for customers to find your pages and buy is insufficient. The shop's pages should venture outside of their comfort zone. And make more efforts to approach customers. Two strategies have been proposed. The first type is active selling, and the second type is passive selling. 3) The chatbot tools' capabilities, such as auto-response and AI-response, assist the shop in responding to customers quickly. It will demonstrate the online store's presence, which is critical for gaining customer trust and influencing purchasing decisions for products in their stores. Finally, the fourth feature is a discount/festive promotion. To persuade customers that purchasing a product from the shop is worthwhile. As is often the case, lowering the price is not the best solution. Because there are numerous solutions based on the framework of customer perceived value. For example, mitigating the risk of online purchasing by providing a product warranty can help the customer feel trust, satisfied, and worthy without lowering the price.