Relationship between Planning and Ownership in the experience of using products

The development of online platforms has significantly changed how consumers use products, particularly in secondary distribution markets such as secondhand market services and auction websites. Consumers’ resale behaviors in these markets have become diversified, with previous studies categorizing these behaviors based on product condition and whether the sale is planned. While these studies confirm the utility of planning, few have focused on changes in the sense of Ownership between purchase and resale. This research examines differences in the sense of Ownership by identifying when and how Ownership changes, depending on whether product experience is planned in online secondary distribution. To investigate consumers’ experiences with products in C2C services, we utilized the consumer resale behavior model by Chu et al. (2007) and conducted a questionnaire survey. The results indicated that the types of products sold differed depending on the behavior. Additionally, a second survey was administered to the same 102 participants, exploring the timing of planning and changes in Ownership based on products they had previously traded. These findings suggest that there are differences in the sense of Ownership for each behavior type, and Ownership changes depending on whether the product was used before. This research highlights the importance of Ownership in consumer behavior, offering insights for improving product loyalty and increasing user engagement with products that have high resale value. By understanding these shifts in Ownership, businesses can better cater to consumer needs and encourage more sustainable consumption patterns.