C2C电子商务平台上非职业卖家销售动机的分类

摘要

如今越来越多的消费者通过C2C电子商务平台购其所需的同时，将其闲置不用的商品或转卖、或交换。在界定职业卖家与非职业卖家概念的基础上，依据动机与目的的不同将非职业卖家的销售动机划分为有计划或无计划的全新商品销售行为、有计划或无计划的非全新商品销售行为等四种不同类型，并对其行为进行分析发现，通过无计划销售形式推动商品有效流通和提升有计划销售者的专业水准增强市场引领能力，可以有效规范电子商务市场，为商品市场带来新的变化。%　　Thanks to fast development of the internet, an increasing number of consumers purchase what they need through C2C e-commerce, as well as transact the goods they don't need anymore with others. Firstly, the author divides the concept of unprofessional sellers from professional sellers. Secondly, based on different motivations of online selling behavior, this article categorizes unprofessional selling behavior into four types. Finally, this article comes to an conclusion that, because of the increasingly bigger influence of C2C e-commerce, whether the further reselling benefit will be possible or not has become another important factor influencing consumer' decision making of purchase.