Exploring Consumer Resale Behavior in C2C Online Auctions: Taxonomy and Influences on Consumer Decisions

Abstract

Thanks to the Internet, an increasing number of consumers not only purchase but also resell merchandise through C2C websites. Resellable goods no longer seem to indicate unrecoverable costs but are considered to be liquid assets or an al-ternative cash account to consumers who master online resale. The value or benefit of a product would be deemed differ-ently when the owners are contemplating reselling such goods. The role of a consumer as a reseller is a relatively new concept. 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 interest-ing issue in C2C e-commerce research. Unfortunately, the behavior of consumer online resale has not been studied in-depth. This specific kind of consumer resale behavior differs from the behavior of retailers and cannot be analyzed from a retailer’s perspective. In the present study, we focus on C2C consumer resale behavior instead of the bidding behavior of buyers by looking at the interaction between online and offline behavior rather than treating them as different boundaries. Further, we examine consumer disposition behavior and the linkage between the disposition and acquisition phases, rather than focusing on only one part.

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