Les freins à l’achat d’occasion en ligne : le rôle des lois de la magie sympathique

Secondhand shopping is a growing phenomenon. While secondhand shopping motivations received a lot of attention in marketing literature, consumer reluctance to shop secondhand remains under-Researched, especially in an online context. Yet, the stakes in better understanding this reluctance are not only economic, but also environmental and societal. In this research, we focus on consumer reluctance that is related to the perception of a physical or symbolic contagion of secondhand products. Indeed, while this reluctance is highlighted in literature on secondhand shopping offline, its role is questioned in an online context. Hence, we use the theoretical framework of the laws of sympathetic magic to study to what extent the contagion or similarity laws influence the intention to shop secondhand online. We use an experimental design made of three empirical studies. Results enable us to identify several situational and individual antecedents of the physical or symbolic contagion associated to a secondhand product sold online, and to study how contagion negatively influences the intention to purchase. In opposite to offline shopping, we show that physical contagion relies on a cognitive mechanism. Moreover, results show that the similarity law can reduce the effects of contagion. To conclude with, this research suggests various solutions to improve the sales of secondhand products online.