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Narrative information on secondhand products in e-commerce

Author

Listed:
  • Jian Xu

    (Dongbei University of Finance and Economics)

  • Zhe Li

    (Xi’an University of Finance and Economics)

  • Xuequn Wang

    (Edith Cowan University)

  • Chunyu Xia

    (Dongbei University of Finance and Economics)

Abstract

Our study aims to examine how narrative information influences consumers’ perceived persuasiveness of secondhand product information. We conducted three experiments. The results show that narrative information leads to higher perceived persuasiveness when secondhand products are for self-use and lower perceived persuasiveness when secondhand products are not for self-use (studies 1, 2, and 3). Furthermore, its effect is mediated by reactance (studies 1 and 3). Our study contributes to the literature by clarifying the effect of narrative information on online secondhand shopping. For sellers, our study highlights how information dealing with usage-based attributes should be presented. For consumers, our study emphasizes important aspects of information to pay attention to.

Suggested Citation

  • Jian Xu & Zhe Li & Xuequn Wang & Chunyu Xia, 2022. "Narrative information on secondhand products in e-commerce," Marketing Letters, Springer, vol. 33(4), pages 625-644, December.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:4:d:10.1007_s11002-022-09637-4
    DOI: 10.1007/s11002-022-09637-4
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    References listed on IDEAS

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    1. Jennifer Edson Escalas, 2007. "Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 421-429, December.
    2. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions," Journal of Business Research, Elsevier, vol. 84(C), pages 233-242.
    3. Hamby, Anne & Daniloski, Kim & Brinberg, David, 2015. "How consumer reviews persuade through narratives," Journal of Business Research, Elsevier, vol. 68(6), pages 1242-1250.
    4. Kim, Naeun (Lauren) & Woo, Hongjoo & Ramkumar, Bharath, 2021. "The role of product history in consumer response to online second-hand clothing retail service based on circular fashion," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Zhang, Jason Q. & Craciun, Georgiana & Shin, Dongwoo, 2010. "When does electronic word-of-mouth matter? A study of consumer product reviews," Journal of Business Research, Elsevier, vol. 63(12), pages 1336-1341, December.
    6. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
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