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

Consumer resale pricing is influenced by market reference price, product depreciation, brand equity, and product satisfaction, with product satisfaction being the most important factor.

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A conceptual model of consumer pricing for online resale

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