Abstract
In this paper, we discuss how institutional logics which are contradictory to each other are introduced to the field of interactions on the internet related to secondhand books, and three types of logic are found there; a cultural, a commercial and an alternative-elite's one. This study suggests organizing the activities of individuals by computer-mediated communication who are collectors and shop owners of secondhand books requires the internalization of the alternative-elite's logic and the management of the commercial one.
