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Implications of the current study and potential for future studies are also discussed. Introduction An interesting phenomenon of online sales had been the widespread usage of C2C online auction websites that attract millions of users around the globe to sell, bid, and buy everything from baby diapers to airline tickets. Ockenfels et al. Unlike other e-commerce websites, C2C auctioneers such as eBay and Amazon operate as unaligned third parties, creating a virtual platform for the auction users i.
At eBay alone, millions of sellers add 6. Auction websites, therefore, do not participate in actual selling of the products or services [Chong and Wong ]. In contrast to consumers utilizing e-stores, C2C auction users are involved in dynamic, real-time and complicated decision situations to sell and buy not only regular products but also rare, discontinued, unique, and antique products [Ockenfels et al.
C2C online auction users are generally unknown to one another and a long-term buyer-seller relationship is less likely to be found [Ba ]. After the bidding is closed, the seller has to wait until the payment from the auction- winner is successfully transferred to his or her account before shipping the product. As an additional security feature and to keep fraudulent users away, many C2C auction websites now have a rating system and feedback mechanism that allows the buyer and seller to rate one another after the completion of auction transaction.
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This can, in turn, create a high lock-up cost for sellers and bidders to the auction site. Auctioneer website providers generate revenue through the small fee they collects from the sellers in exchange for auction listing and other services they provide. Statistics have shown that 80 percent of the highly satisfied online consumers would shop again within two months, and 90 percent would recommend the websites to others [NCL Online Auction Survey Summary ].
As the popularity of C2C online auctions has grown over the past decade, so has the rivalry among the auctioneers to attract and retain auction sellers and buyers. Conversely, a failure to do so can lead to complete business failure, as have been the cases of SandCrawler.
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The importance of website performance for its users as a determinant to e-commerce success has been a well- researched topic that has led to the development of several theoretical models and tools. Because of the differences in its functional and operational characteristics when compared to other e-businesses, generalizability of previous studies on dimensions and measures of e-commerce performance to C2C online auctions may be limited or inappropriate [Straub ; Wang et al.
The purpose of the current study is to explore important attributes of C2C online auction website performance from the perspective of the online auction buyers. These models are very popular in the area of information systems and have been frequently used in empirical studies to test the performance of information-based systems and applications [Somers et al. It can also be a dependent variable when the focus of the future research is upstream buyer activities or perceptions. This can, in turn, help the auctioneer build a strong, competitive business in the online auction industry.
The remainder of this paper is organized as follows. The literature review section identifies related studies in the areas of C2C online auction and EUCS, discussion on key constructs, and development of hypotheses. We then propose our hypothetical model.
The interpretations from our empirical analyses are detailed in the discussion section. Limitation of the current study and theoretical and practical significance are also provided. Finally, we conclude the paper with the summary of our findings and provide potential topics for future research. Literature Review Extant literature on C2C online auctions have focused on distinct operational characteristics and e-purchasing behavior of online auction users, such as buy-out options [Anderson et al.
Collectively, these studies point out that the design and functionality of a C2C auction website is a complex and an important subject. Studies in marketing, consumer behavior, and e-commerce agree that user satisfaction is one of the most important consumer reactions. Since the s, user satisfaction has been recognized as an important measure of information systems success because of a high degree of face validity and the reliability of the measures [Ives et al. User information satisfaction UIS refers to the extent to which users perceive that the information system available to them meets their requirements [Ives et al.
In the area of e-commerce, the EUCS model has been used to assess customer satisfaction for online purchasing and to measure website success [Abbott et al. Chong and Wong , in their theoretical study, identify customer satisfaction attributes and argue how the halo effect influences satisfaction of online auctions. The authors concluded that the user satisfaction in C2C environment is much more complex in comparison to the B2C with many more factors influencing user satisfaction.
According to Wang et al.
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In the current study, we define C2C online auction buyer satisfaction as overall affective attitude of the auction buyer towards the online auction website. Based on the past studies on measurements of system success, [e. However, Straub  specifically cautions that regardless of how an instrument may have been carefully validated in its original form, excising selected items does not necessarily result in a valid derivative instrument.
This requires adding, eliminating, or modifying some of the original items and dimensions of UIS and EUCS measures to the specific context of C2C online auction websites and its users. Content of the C2C online auction website refers to the relevance and completeness of information available to the auction buyer on the website. An auction website contains various types of information from the seller product description, shipment, return, etc.
The clarity and completeness of this information is important for the customers to make decisions regarding different parameters of bidding such as which, when, and how much to bid. It is therefore important to deliver concise and relevant information on the product, seller, and transactional terms and conditions on the auction website effectively. Therefore, we propose that: H1: C2C online auction website information content is related positively to the website performance. Format of the C2C auction website reflects the information presentation and the layout of the auction site for the buyer.
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