KOREASCHOLAR

“SHOULD I KEEP IT OR SELL IT?” THE EFFECT OF EMOTIONAL ATTACHMENT ON CONSUMERS’ SELLING BEHAVIOR IN THE CONSUMER-TO-CONSUMER MARKETPLACE

Hikaru Yamamoto
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422367
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.408-412
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study focuses on resale behavior in online consumer-to-consumer market platforms and examines the factors that promote and hinder the resale behavior of sellers. The evidence from the experiment suggests the negative effect of emotional attachment on resale intention and the moderating effect of resale possibilities.

Keyword
Consumer-to-Consumer marketplaceProduct attachmentSecondary market
Author
  • Hikaru Yamamoto(Keio University, Japan)