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Second-hand/used goods channels compete with existing traditional channels to satisfy consumers’ needs that are unmet by traditional retail networks. However, most studies on online shopping have largely ignored online second-hand/used good purchases. This study aims to use Thaler’s mental accounting model, principal–agent perspective and contamination theory to highlight the differences in the value sought by online new goods and second-hand shoppers.

A conceptual framework linking perceived uncertainty, perceived acquisition value and e-loyalty was developed and tested using structural equation modelling. The moderating effects of product type (new vs second-hand) and frugality were also included.

The paper found strong support for the model. Results showed that online second-hand shoppers were more uncertain and perceived lesser levels of acquisition value when compared to new goods shoppers. They were also less frugal. Online shoppers are also more likely to buy products with sensory attributes (experience goods) in new goods websites and products with non-sensory attributes (search goods) from second-hand websites. The authors recommend various ways in which managers can increase perceived value for the online shopper.

Future studies can extend this investigation by including transaction value or other hedonic values to verify their impact on acquisition value and e-loyalty. While the authors found support for the notion that consumers who buy used goods online are less frugal, there is some research that could point to the opposite. Hence, research can investigate this topic in depth in more countries to throw more light on this.

To sustain themselves in a competitive online market, retailers need to understand the value sought by consumers. This study provides empirical evidence of the importance of acquisition value for new goods and second-hand shoppers.

No recent research has compared the value sought by online second-hand and new goods shoppers. This study contributes to the understanding of the acquisition value perceived by consumers in online new goods and second-hand shopping channels.

This purpose of this study is to develop actionable marketing insights regarding why consumers might elect to purchase vintage products. A concept called consumer pastness is introduced, developed and defined to achieve this end. Consumer pastness demonstrably affected consumers’ perceptions of vintage products’ scarcity and consumers’ propensity to purchase vintage items. When applied inside marketing contexts, consumer pastness may also explain how and why consumers distinguish vintage products that are “of the past” from new and second-hand products. The data suggest that when consumers perceive products are characterized by higher consumer pastness the products will be perceived as scarcer, more desirable and more valuable than new or second-hand versions of the same item.

A scale was developed to capture three dimensions that comprise consumer pastness and then a pilot study and two experiments were conducted to test the research propositions.

Study propositions were confirmed. Consumers perceive vintage products as scarcer and more desirable than other types of products.

A novel and useful concept is introduced to the marketing literature inside this study. To the best of the authors’ knowledge, this study is the first to investigate and develop theoretical insights regarding how and why consumers perceive vintage products differently from new and second-hand products. The investigations reported below are also the first to develop practical insights regarding how management might respond to these insights about the role consumer pastness plays.