Consumer guilt is a critical factor affecting consumers' purchase decisions. Marketers would apply various strategies to reduce the sense of guilt so consumers can be more willing to spend the money. With the popularity of online auction, consumers can easily resell unwanted online by themselves, and the return of the resale may lower their sense of guilt toward buying a new product. Thus, the goal of this research is to investigate the relationship between an online resale awareness of a desired product, consumer guilt and purchase intention toward a desired product. A study with between-subjects designs was conducted online to examine the effects of consumer awareness of a resaleable item on consumer guilt and purchase intention of a new item under different situations. The results indicate that (1) consumers' awareness of future online resale potential can increase their purchasing intention; (2) external resale reference price of this resale can negatively affect consumer guilt; and (3) consumer guilt can negatively affect purchase intention. Finally, conclusions, managerial implications and future directions for research are discussed.
Hsunchi Chu, Commerce Development Research Institute, Taiwan
Stream: General Psychology
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