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Purpose This study aims to understand how informational factors influence online purchase intention when considering secondhand books. Design/methodology/approach A conceptual model linking book condition, description, delivery cost, picture, sellers’ rating and delivery date to purchase intention was developed and tested by using structural equation modeling. Survey data from 234 respondents was used to analyze both direct and mediating relationships. Findings The examination demonstrates how book condition, delivery cost and sellers’ rating influence consumers’ purchase intention. Book condition directly and indirectly influenced purchase intention, while delivery cost and sellers’ rating were significant only when including the mediating variable delivery date. Originality/value This work clarifies where resources should be allocated when offering secondhand books online. Sellers should dedicate time to include informational factors such as book condition, delivery cost and sellers’ rating. Contra wise, there is little value expounding on the book’s description or providing a high-quality picture when selling online.