Influence of consumer online resale awareness on purchase decisions: a mental accounting perspective
Influence of consumer online resale awareness on purchase decisions: a mental accounting perspective
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DOI：
10.1108/ejm-12-2010-0665
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发表时间：
2013-09
影响因子：
4.4
通讯作者：
Shuling Liao;Hsunchi Chu
中科院分区：
文献类型：
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作者：
Shuling Liao;Hsunchi Chu
目的-消费者在线转售正在成为一种越来越普遍的购买和销售商品的方法。当一件商品可以很容易地在网上转售时，消费者对该商品价值的主观估计会根据消费成本和转售回报以复杂的方式发生变化。这反过来又会影响消费者购买新产品的决定。作者旨在应用心理会计的原理来调查当消费者意识到在线转售的可能性时，与购买新产品相关的经济心理如何受到影响。设计/方法/方式-三项研究与主题之间的设计进行了在线检查的影响，消费者意识的转售项目的购买意愿的一个新的项目在不同的情况下。结果-结果表明：消费者的意识已经拥有的产品的转售价值可以影响他们决定购买新产品，当要转售的产品是相同的类型。
Purpose – Consumer online resale is becoming an increasingly common method of both buying and selling goods. When an item can be easily resold online, consumers' subjective estimation of the value of that item changes in complex ways based on consumption cost and resale return. This in turn can affect consumers' decisions to purchase new products. The authors aim to apply the principles of mental accounting to investigate how consumers' economic psychology associated with buying a new product is affected when an awareness of the possibility of online resale is aroused. Design/methodology/approach – Three studies with between-subjects designs were conducted online to examine the effects of consumer awareness of a resaleable item on purchase intention of a new item under different situations. Findings – The results indicate that: consumers' awareness of the resale value of an already possessed product can influence their decision to purchase a new product; and when the product to be resold is the same type ...