This research applied the theory of consumption values to examine the relationships between price concern, perception of quality, utilitarian and hedonic values, information asymmetry and attitude towards high-end second-hand electronic products. The moderating role of face-saving pressure in the relationship between attitude towards high-end second-hand electronic products and purchase intention is explored as well. Statistical analyses based on a sample of 300 Vietnamese consumers collected in both cities and villages showed that price concern, perception of quality, utilitarian and hedonic value, information asymmetry each exerts a positive effect on customers’ attitude towards second-hand electronic products, ,which in turn positively affect their purchase intention. Moreover, face-saving pressure produced a negative moderating effect on the relationship between attitude towards second-hand high-end electronic products and purchase intention. This study contributes to the field of consumer behaviors by highlighting the role of face issue in consumers’ purchase decision. Research implications and limitations were discussed as well.

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