Online Pre-Owned Car Platforms as Entrepreneurial Marketplaces: A Study of User Perception and Sustainable Digital Adoption in India
DOI:
https://doi.org/10.66635/ggte0s34Keywords:
Digital platform entrepreneurship, Pre-owned car market, Online trading platforms, Customer perception, Sustainable, value creation, Circular economy, Emerging markets, IndiaAbstract
The rapid expansion of digital platforms has significantly transformed traditional marketplaces, enabling new forms of entrepreneurship and contributing to sustainable economic development. In emerging economies such as India, online pre-owned car trading platforms have evolved as dynamic entrepreneurial ecosystems that facilitate efficient transactions, reduce information asymmetry, and promote resource reuse within the circular economy. This study examines how users perceive and engage with these digital platforms, and evaluates their role in supporting sustainable value creation.
Primary data were collected from 150 users of online pre-owned car trading platforms through a structured questionnaire. The study employs statistical tools including weighted average analysis, factor analysis, and correlation techniques to identify key determinants influencing platform adoption and usage. The findings reveal that digital platforms are primarily popularized through online advertisements and social media channels. Three major factors—ease of use, transparent dealings, and price and warranty assurance—significantly influence user access and engagement with these platforms.
From an entrepreneurship perspective, the results highlight the role of online trading platforms as intermediaries that empower individual sellers, small-scale dealers, and platform-based business models. These platforms contribute to sustainability by enhancing market transparency, reducing transaction costs, and promoting the reuse of durable goods, thereby supporting circular economic practices. The study contributes to the literature by linking customer-centric platform adoption with broader entrepreneurial and sustainability outcomes in the digital economy.
The findings offer implications for platform developers, entrepreneurs, and policymakers in designing inclusive, transparent, and sustainable digital marketplaces in emerging economies.
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