消費者也是零售商？網拍轉售演化之動機行為紮根理論研究

Consumer as Retailer: A Grounded Theory Study of Motivation and Behavior on Online Resale Phases

嚴文位(Wen-Wei Yen)

《北商學報》 24期 (2013/07) Pp. 1-22

摘要

本研究以質性研究方法，試圖找出消費者網拍轉售參與演化過程，作者蒐集10位具2年以上網拍轉售參與的參與研究者，藉由紮根理論方法分析獲得突破性的研究發現。本研究重要的結論如下：消費者轉售參與演化過程可分為買家模仿期、賣家成長期、專業賣家創業期。買家模仿期，消費者賣家的購物決策與一般消費者無差異。再者，從轉售過程中，買家模仿期之消費者賣家會進入到賣家成長期，成為「消費者賣家+專業賣家」角色，在此階段，「消費者賣家+專業賣家」在購物之購買決策產生了變化，也就是某物品可被轉售與否成為購某物的動機，本研究稱為賣家轉售購買決策。「消費者賣家+專業賣家」之因涉入轉售較多，其轉售動機亦更為複雜。在利之所趨之下和轉售利潤考量，會進一步促使從賣家成長期推展至專業賣家創業期，在此階段，他們成為類零售商的角色，意圖在網拍轉售市場創業，利潤極大化和市占率成為轉售最主要的目的，也因此零售商購買決策成為類零售商最好的解釋。最後本研究依據初步研究發現，分別對消費者提出建議與零售商亦提出管理實務建議。

關鍵字

消費者轉售 ； 舊品處置 ； 二手物品 ； 購買決策

並列摘要

This study applies the qualitative research approach and uses in-depth interviews with 10 qualified participants. The research procedure follows the grounded theory study, promoting content analysis, and theories' construction. The important conclusions of this study are as follows: Resale activities for consumers in the evolution process can be divided into the buyer-imitate period, the seller-growing period, and the professional seller-venture period. The main role for the buyer-imitative period is as a consumer-seller mostly. When shopping is not yet subject to resale participation, the shopping decision-making on the consumer-seller and the general consumer had no difference. Furthermore, from the resale process, the consumer-seller inbuyer-imitative period has been turned into the seller-growth period. Consumers become ”the role of the consumer-seller + the professional seller”. In this period, ”the consumer-seller+ the professional seller” in the purchasing decisions would be different. That is, an article which can be resold or not becomes the incentive to purchase something. This study calls the purchase decision of the seller-resale. The content of resale for ”the consumer-seller+ the professional seller” becomes richer so their resale motivations will be more complicate. The consideration of the resale profit is further driven from the seller-growing period extending to the professional-seller venture period. They become the role of the retailers-like and intent to resale market in the online auction venture. Profit maximization and marketshare become their major incentives in resale. Therefore, the retailer-purchasing decisions are as the best explanation for the retailers-like. Finally, this study based on our preliminary findings also offers practical recommendations for consumers and retailers.

並列關鍵字

consumer resale ； deposition ； used goods ； purchase decision