Comparison of perceived acquisition value sought by online second-hand and new goods shoppers

摘要

Purpose Second-hand/used goods channels compete with existing traditional channels to satisfy consumers' needs that are unmet by traditional retail networks. However, most studies on online shopping have largely ignored online second-hand/used good purchases. This study aims to use Thaler's mental accounting model, principal-agent perspective and contamination theory to highlight the differences in the value sought by online new goods and second-hand shoppers.