A Study of Consumer Online Resale Attitude and Intention：he Application of Structural Equation Models
Date Issued
2008
Date
2008
Author(s)
Chan, Chao-Yu
Abstract
Thanks to the development of Internet , more and more online auction websites appeared and also created many efficient trading platforms. Because of the new business model , consumers will no longer be just consumers , they can also be online resellers through Internet. This study examines the influence of various personal and psychological factors on consumers’ attitudes toward online resale. To this end , a conceptual model has been proposed and subjected to empirical verification with the use of a questionnaire survey. The survey results provide reasonable support for validity of proposed model. Then , the method of structural equation modeling was employed to confirm the fitness of the research model and the cause-effect relationships among the variables. The results confirm the influence of the concern of mental book value , impulsive buying , novelty seeking , personal norms of recycle , on their attitudes toward online resale. All of these variables are positively related to attitude toward online resale. However , the variable of prevention focus has negative effect on attitude toward online resale , but is not statistically significant. In addition, the moderate effect of fashion involvement has significant effect to the relationship between impulsive buying and attitude toward online resale.
Subjects
online resale
mental book value
impulsive buying
novelty seeking
prevention focus
Type
thesis
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