(A) study on the effects of psychological distance on the evaluation of second-hand products

Abstract

Previous marketing research related to second-hand products have mainly focused on identifying the seller’s motivations

therefore, studies on evaluation of second-hand products from the buyer’s perspective are limited. As a conceptual framework, we use Construal Level Theory to understand the effect of psychological distance on evaluation, especially using spatial distance. Furthermore, this research explores the moderating role of the perceived degree of physical contact. The experiment shows that as the spatial distance between the seller and buyer of second-hand products decreased, the evaluation of the product is increased. However, this effect can be attenuated by the perceived level of physical contact. By showing that the evaluation on the second-hand product can be different depending on the psychological distance and perceived degree of physical contact, this study provides research values in the theoretical evaluation of second-hand literature and suggests strategies for promoting second-hand products, which contributes to the society and the environment.