Narrative information on secondhand products in e-commerce

Jian Xu (), Zhe Li (), Xuequn Wang () and Chunyu Xia ()
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Jian Xu: Dongbei University of Finance and Economics
Zhe Li: Xi’an University of Finance and Economics
Xuequn Wang: Edith Cowan University
Chunyu Xia: Dongbei University of Finance and Economics

Marketing Letters, 2022, vol. 33, issue 4, No 7, 625-644

Abstract: Abstract Our study aims to examine how narrative information influences consumers’ perceived persuasiveness of secondhand product information. We conducted three experiments. The results show that narrative information leads to higher perceived persuasiveness when secondhand products are for self-use and lower perceived persuasiveness when secondhand products are not for self-use (studies 1, 2, and 3). Furthermore, its effect is mediated by reactance (studies 1 and 3). Our study contributes to the literature by clarifying the effect of narrative information on online secondhand shopping. For sellers, our study highlights how information dealing with usage-based attributes should be presented. For consumers, our study emphasizes important aspects of information to pay attention to.

Keywords: Secondhand products; Narrative information; Reactance; Perceived persuasiveness (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11002-022-09637-4

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