Defining and Categorizing Consumer Resale Behavior in Consumer-to-Consumer (C2C) E-Commerce

Hsun-Chi Chu ； Shu-Ling Liao

《International Journal of Business and Information》 2卷2期 (2007/12) Pp. 159-184

https://doi.org/10.6702/ijbi.2007.2.2.1

並列摘要

More consumers nowadays function as resellers by taking advantage of online transactions. This exploratory study investigates the phenomenon of consumer online resale behavior in consumer-to-consumer (C2C) e-commerce in Taiwan and China. The authors define consumer resale as products that are resold or purchased mainly for self-use, not for resale. They conceptually define and categorize four consumer online resale types-(1) resale of extra purchase, (2) resale after temporary ownership, (3) unintentional resale, and (4) disposition. In conclusion, they draw three major implications. First, C2C e-commerce has changed consumer behavior by enabling consumers to resell in the secondary market. Second, consumer online resale is multi-faceted, with each type of consumer online resale being formed by different motivations and resulting in various impacts on consumer purchase and resale decisions, both online and offline. Third, the concept of products, evaluation of product value, and consumer satisfaction with online resale may change when consumers act simultaneously in the roles of reseller and consumer. The authors present their findings in such a cultural context as to provide a framework for further research, and also provide propositions for discussion and further study.

並列關鍵字

Consumer online resale ； disposition ； secondary market ； C2C ecommerce