• The Concept, Taxonomy and Model of Consumer Online Resale Behavior

Abstract

More consumers nowadays are acting the role of resellers by taking advantage of online transactions. To unveil this fact, this exploratory research draws on a phenomenological study of consumer online resale behavior in consumer-to-consumer (C2C) e-commerce. Through a qualitative research process including two-year participant observation and analyses on 213 online resale transaction cases in Taiwan and China, we conceptually define consumer online resale behavior. Further, we classify consumer online resale behavior into four types in a taxonomy and present a conceptual model followed by propositions to introduce 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.

Keywords: Consumer Online Resale, Disposition, Secondary Market, C2C E-commerce