A STUDY OF CONSUMER ONLINE RESALE BEHAVIOR AND PURCHASE INTENTION: FROM A MENTAL ACCOUNTING PERSPECTIVE

• Main Authors: Hsun-Chi Chu, 朱訓麒
• Other Authors: 廖淑伶
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/31448764117828765316

博士 === 元智大學 === 管理研究所 === 96 === Studies of consumer behavior with regard to selling goals, knowledge, and skills differ tremendously from those of the traditional consumer buying and consumption behavior. Why and how consumers learn to be resellers is an interesting issue in C2C e-commerce research.Unfortunately, the behavior of consumer online resale has not been studied in-depth. In the present study, we examine the change of purchase intention toward a desired new product when buyers form an intention to resell the product upon purchasing it from a Mental Accounting perspective. Through five experiments under different resale context, the study found buyers’ purchase intention of a new product can be influenced by a resale intention of this new product and the same possessed used goods through the perceived value of resale mental account and perceived payment amount. Further, the study found resellers’ resale experience and characteristics of resold items can moderate the effect.