Title :
A conceptual model of consumer pricing for online resale
Author_Institution :
Dept. of Global Marketing & Logistics, MingDao Univ., Changhua, Taiwan
Abstract :
Many consumers today sell unwanted merchandise through consumer-to-consumer e-commerce transactions. Yet consumer online resale behavior differs from the behavior of professional retailers and thus cannot be analyzed from a traditional retail perspective. Given the dearth of literature on consumer resale behavior, this exploratory research aims to identify the most important factors influencing consumer resale pricing. Qualitative research on 250 resale transactions from 47 Taiwanese informants reveals that market reference price, product depreciation, brand equity, and product satisfaction all affect resale pricing.
Keywords :
electronic commerce; pricing; retailing; brand equity; consumer pricing; consumer resale behavior; consumer-to-consumer e-commerce; market reference price; online resale; product depreciation; product satisfaction; traditional retail perspective; Bridges; Consumer behavior; Data analysis; Internet; Inventory management; Logistics; Marketing and sales; Merchandise; Pricing; C2C e-commerce; Consumer resale; Pricing;
Conference_Titel :
Information Management and Engineering (ICIME), 2010 The 2nd IEEE International Conference on
Conference_Location :
Chengdu
Print_ISBN :
978-1-4244-5263-7
Electronic_ISBN :
978-1-4244-5265-1
DOI :
10.1109/ICIME.2010.5478056
