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首页> 外文期刊>Journal of Business Research >Buying while expecting to sell: The economic psychology of online resale
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Buying while expecting to sell: The economic psychology of online resale

机译：边卖边买：在线转售的经济心理

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摘要

Consumer online resale is becoming increasingly common for transactions of secondhand goods. However, when accompanied by a preconceived intention to resell a product after using it, the initial consumer purchasing decision for self-use is complicated by the estimated resale value of that good. We applied the principles of mental accounting to develop and evaluate a new concept that may influence consumer resale and purchase intention: external resale reference price (ERRP). The study examines how online consumer sellers' economic psychology of buying affected their expectation of future online resale outcome. The results indicate that (1) consumers' awareness of future online resale potential can influence their purchasing decisions; (2) ERRP, which is mediated by the estimated resale return, can increase purchase intention; and (3) the effects of ERRP on purchase intention are moderated by online resale likelihood, but are minimal when consumers are aware that resale possibility is extremely low.
机译：消费者在线转售在二手商品交易中变得越来越普遍。但是，当伴随着使用后对产品进行转售的预期意图时，该产品的估计转售价值会使最初的消费者自用购买决定变得复杂。我们应用了心理会计原理来开发和评估可能影响消费者转售和购买意愿的新概念：外部转售参考价格（ERRP）。该研究调查了在线消费者销售者的购买经济心理如何影响他们对未来在线转售结果的期望。结果表明：（1）消费者对未来在线转售潜力的认识会影响他们的购买决策； （2）ERRP（通过估算的转售收益来调节）可以增加购买意愿； （3）ERRP对购买意向的影响通过在线转售可能性来缓解，但是当消费者意识到转售可能性极低时，这种影响很小。

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