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A conceptual model of motivations for consumer resale on C2C websites

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  • Hsunchi Chu

Abstract

More consumers nowadays are acting the role of reseller by taking advantage of online consumer-to-consumer (C2C) auction sites. Such auctions may involve new behaviours created by the new technology. Yet the amateur consumer seller, a key player in C2C online auctions, has rarely been the focus of research; scholars know little about online reselling behaviour. Using a literature review, from participant observation and in-depth interviews with 48 Taiwanese consumers involved in 250 online resale transactions, 4 intrinsic motivations of online resale behaviour are identified. A conceptual model of consumer resale motivations is presented and corresponding research propositions are developed based on the existing literature and the preliminary findings of this exploratory empirical study. Finally, conclusions, managerial implications and outline directions for further research are discussed.

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  • Hsunchi Chu, 2013. "A conceptual model of motivations for consumer resale on C2C websites," The Service Industries Journal, Taylor & Francis Journals, vol. 33(15-16), pages 1527-1543, December.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:15-16:p:1527-1543
    DOI: 10.1080/02642069.2011.636422
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    Cited by:

    1. Bruna Bruno & Marisa Faggini & Anna Parziale, 2017. "Motivation, Incentives and Performance: An Interdisciplinary Review," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(12), pages 1-29, November.
    2. Sujun Liu & Chuanlan Liu & Chunmin Lang, 2024. "Consumer Engagement in Fashion Circularity in China: Exploring Consumer Online Fashion Resale through the Lens of Social Practice Theory," Sustainability, MDPI, vol. 16(11), pages 1-19, June.
    3. Gökçe Esenduran & James A. Hill & In Joon Noh, 2020. "Understanding the Choice of Online Resale Channel for Used Electronics," Production and Operations Management, Production and Operations Management Society, vol. 29(5), pages 1188-1211, May.

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