Toward A Conceptual Model of Consumer Online Resale Behavior: An Exploratory Study in Taiwan

Abstract

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. We first conceptually define the types of consumer online resale behavior in a taxonomy based on consumer interviews to outline the differences among resale of extra purchase, resale after temporary ownership, unintentional resale, and disposition. Then we present a conceptual model of consumer online resale behavior and develop corresponding research propositions from the preliminary findings of an exploratory empirical study. The conceptual model introduces the possible relationships between the antecedents that affect different types of consumer online resale behavior and their impacts on purchase and online resale decisions. Finally, we provide conclusions and managerial implications of the study and outline directions for further research.