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Business in the hands of consumers: A scale for measuring online resale motivations

Myriam Ertz, Fabien Durif and Manon Arcand
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Myriam Ertz: University of Quebec in Chicoutimi, Canada
Fabien Durif: University of Quebec in Montreal, Canada
Manon Arcand: University of Quebec in Montreal, Canada

Expert Journal of Marketing, 2016, vol. 4, issue 2, 60-76

Abstract: The web channel is increasingly a central aspect of the second-hand economy and, as such, favours also more sustainable post-consumption processes. This is why the field of online reselling appears increasingly important. Besides, the ever broadening scope of online reselling is key to the success of new online intermediaries that position themselves in the broader movement of collaborative consumption. While, consumers’ attachment for second-hand exchanges is not new, they have largely embraced its online declination. In response to these evolutions in the online retail environment, traditional retail companies have therefore started to create online consumer marketplaces in which consumers exchange goods by themselves. In order to best adapt such online marketplaces to consumers, it is therefore critically important to gain a better understanding of the driving forces behind online reselling. At present, knowledge about what motivates consumers to resell products online is limited. This article outlines the development and validation process of an online resale motivation (ORM) scale via three studies involving 1,119 respondents. Study 1 presents the ORM scale development process and resulting multi-dimensional construct, including protester, economic, generative, recreational, practical and social facets. Study 2 replicates the scale and investigates its predictive capabilities. More specifically, the ORM scale predicts successfully online resale frequency. Consumers who are more highly motivated to resell online, will indeed resell more often online. Study 3 examines the mediating role of ORM on the relationship between planned resale intentions (PRI) and online resale behaviour. The fact that consumers plan to resell a product prior to its purchase, will not directly lead them to increase the frequency at which they resell online. Rather, it is because they perceive positive economic, practical and recreational outcomes associated with online reselling that they resell more frequently online the goods which they intended to resell prior to their purchase.

Keywords: online resale; online reselling motivations; measurement scale; planned resale intentions; online resale frequency (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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