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Identifying and Quantifying Weights of Key Factors Influencing User Satisfaction in Second-Hand E-Commerce: A Case Study of Xianyu Based on AHP

I-Ching Chen, Li-Qian Quan

Abstract

This study applies the Analytic Hierarchy Process to identify and rank factors influencing user satisfaction on Xianyu, a major Chinese second?hand e?commerce platform. Based on a literature review and Delphi interviews with domain experts, we constructed a five?criterion evaluation framework—platform, functionality, service, assurance, and product—comprising 25 indicators. A structured online survey yielded 94 valid responses, and pairwise comparisons were analyzed using AHP to derive relative weights. Results indicate that assurance (0.2283), functionality (0.2060), and service (0.2008) are the primary dimensions shaping user satisfaction. At the indicator level, multiple payment methods (0.2362), seven?day unconditional return policy (0.2345), transaction security (0.2266), and protection against information leakage (0.2124) received comparatively high weights. These findings suggest users prioritize transaction reliability and data protection, alongside payment convenience and robust after?sales guarantees. The paper discusses practical implications and offers targeted recommendations for platforms, sellers, and buyers to strengthen security mechanisms, improve functional convenience, and enhance post?purchase protections to increase trust and retention on second?hand marketplaces.

Keywords

Second-hand E-commerce PlatformXianyuUser SatisfactionUsage IntentionAnalytic Hierarchy Process.

References

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