Sustainable Satisfaction: The Role of Consumer Online Resale in Shaping Overall Satisfaction

Authors

  • Hsunchi Chu Yuan Ze University
  • Shuling Liao Yuan Ze University

Keywords:

Comprehensive Consumption Satisfaction, Resale Price Satisfaction, Product Performance Satisfaction, Second-hand Markets, Sustainability

Abstract

As online second-hand marketplaces flourish and environmental awareness increases, a growing number of consumers are engaging in reselling used goods. This dual role as buyer and seller introduces complexities in consumer behavior not adequately addressed by existing Consumer Satisfaction (CS) theories. Traditional CS theories predominantly examine the purchase and usage phases of consumer experiences, often overlooking the nuances of resale activities. This study proposes a new dimension of "consumer resale satisfaction," exploring its interplay with product performance satisfaction (PPS) and its broader implications for overall satisfaction (OS). Utilizing a structured online survey of 264 participants and subsequent SEM model analysis, our findings reveal that resale price satisfaction (RPS) not only enhances OS but also exerts a stronger influence than PPS. This evidence suggests a significant shift in consumer satisfaction dynamics, driven by the increasing prevalence of consumer online resale. The substantial impact of these resale activities on the secondary market, coupled with the growing emphasis on sustainability and environmental consciousness, necessitates a thorough reevaluation of established satisfaction theories to better reflect the current technological and environmental context.

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Published

2025-04-29