Exploring the Motivations of Consumer Resale Behavior In C2C E-commerce

Consumer participating in online Customer to Customer auction (C2C) has been a prevailing and flourish-ing phenomenon. However, there are little studies explain why do consumer resell online. From literature review and consumer in-depth interviews, we identified the primary motivations for consumers to resell online with four: profit-driven monetary motives, utilitarian trade-up motives, emotional/social motives, and house grooming motives. We then discovered that consumer resale behavior is performed differently than that of retailers. Moreover, consumer resale foresight appears to prelude consumer purchase behavior