消費者網路轉售行為之概念、分類與模型之研究

The Concept, Taxonomy and Model of Consumer Online Resale Behavior

在 C2C 網路拍賣中，轉售物品的消費者同時扮演了零售商與消費者的角色，為了探索此一新興的消費者轉售物品的現象，本研究經兩年的參與式觀察以及從台灣與大陸訪談蒐集與分析了213 個 C2C 網路轉售案例後，對消費者網路轉售行為提出概念性定義，並將此行為分為四類，每類皆有其不同的轉售動機與行為表現。本研究進而提出消費者網路轉售行為之觀念性模型，並發展命題來說明四類消費者網路轉售行為如何受到三種前因的影響以及可能會如何影響消費者購物與轉售決策。最後，本研究提出結論與管理意涵，並建議未來可行之研究方向。 More consumers nowadays are acting the role of resellers by taking advantage of online transactions. To unveil this fact, this exploratory research draws on a phenomenological study of consumer online resale behavior in consumer-to-consumer (C2C) e-commerce. Through a qualitative research process including two-year participant observation and analyses on 213 online resale transaction cases in Taiwan and China, we conceptually define consumer online resale behavior. Further, we classify consumer online resale behavior into four types in a taxonomy and present a conceptual model followed by propositions to introduce the possible relationships between the antecedents that affect different types of consumer online resale behavior and their impacts on purchase and online resale decisions. Finally, we provide conclusions and managerial implications of the study, and outline directions for further research.