INFLUENCE ON ANTIQUE VALUATION IN ONLINE MARKET

Abstract

This study seeks to examine the various factors that influence antique valuation within the context of an emerging online market. It focuses on antique business owners’ perceptions of different valuation methods, the key determinants of customer preferences, and the impact of digital accessibility on how value is interpreted and assigned in the online space. The study employed a descriptive research design to capture diverse perspectives and experiences. Data collection was conducted through surveys administered to 25 antique shop owners involved in online trading, aiming to gain insights into their valuation practices and the dynamics of the digital antique market. The findings reveal that antique business owners commonly regard perceived value, customer preferences, and accessibility as key factors influencing antique valuation in the online market. However, variations were observed in the degree of influence attributed to each factor. Notably, accessibility—while found to be highly influential—was also the least understood. This suggests that elements such as website design, user experience, and digital reach play a critical yet often overlooked role in shaping pricing strategies in the online antique trade. This study examines the demographics of respondents, primarily women aged 18 to 30, to contextualize participation in the online antique trade. It explores how these demographic trends inform marketing strategies and provides recommendations for enhancing online valuation practices, sales performance, and customer engagement. Adopting a descriptive research design, the study investigates key factors influencing antique pricing in the digital marketplace. Data were collected through a structured survey covering demographics, valuation determinants, and suggestions for improving online appraisal methods. Analytical tools such as frequency distribution, percentages, mean, weighted mean, and Likert scale interpretation were used. By capturing the perspectives of antique shop owners, the study contributes to a broader understanding of the antique business in the digital era, emphasizing the need for refined valuation methods, stronger digital marketing strategies, and a more engaging customer experience.