Miss Yinan Li

(she/her)

Overview

Yinan Li is a PhD Candidate at Cardiff Business School in the Marketing and Strategy Section. Her research focuses on the business models and consumer behaviour of secondhand e-commerce platforms in China within the context of the circular economy. Her study aims to explore in depth how such platforms create value through circular business models, and to analyze the drivers and barriers that influence Chinese consumers’ participation in secondhand consumption. She has a particular interest in sustainable consumption, secondhand buying consumer behaviour, and the role of digital platforms in driving the transition to a circular economy.

Her current PhD project adopts a mixed-method research approach, combining interviews with platform managers and consumer behavior perspectives to systematically analyze the evolution of business models, user acquisition and retention strategies, as well as the positioning and challenges of secondhand e-commerce platforms in the circular economy. The study aims to provide both theoretical and practical support for promoting the development of the secondhand market, optimizing platform business models, and encouraging sustainable consumption among the public.