The Definition and Determinants of Consumer Online Resale Behavior: An Exploratory Study
نویسندگان
چکیده
More consumers nowadays are acting the role of resellers by taking advantage of online transactions. To unveil this fact, this article draws on a phenomenological study of consumer resale behavior in consumer-to-consumer (C2C) e-commerce. Based on literatures, we first define consumer resale behavior as “products which are resold are purchased “mainly” for self-use, not for resale” to distinguish consumer resale from professional resale. Then we identify three important determinants: product characteristics, individual characteristics and situational factors of consumer online resale behavior and propose relevant propositions for further examination. Finally, we provide conclusions and managerial implications of the findings.
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