AIS Transactions on Human-Computer Interaction


Prior studies that have examined consumer behavior have focused more on purchasing intention than selling intention. Sellers hold certain personal values or economic views when selling their second-hand products on auction sites, and so do barter site exchangers, but the latter have values that differ from the former. In this study, we investigate how second-hand owners (sellers or exchangers) determine whether to place an item on an auction or barter site. Based on the Engel-Kollat-Blackwell model, we used a validated questionnaire to explore several internal and external factors. We found that four factors—perceived product condition, reference group, online word of mouth, and reference price— supported both the intention to use auction sites and their actual use, while we found two factors—personal value and reference group—supported barter site use. We used functional magnetic resonance imaging to further observe how utilitarian and hedonic personal values have different effects on sellers’ brain activities and decision-making behaviors regarding site choice.





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