TAILIEUCHUNG - Contemporary Research in E-Marketing Volume 2 by Sandeep Krishnamurthy_2

Tham khảo tài liệu 'contemporary research in e-marketing volume 2 by sandeep krishnamurthy_2', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 42 Sena and Braun rate their partner by leaving either a positive negative or neutral rating along with a comment of up to 80 characters in length see Figure 1 . As a member accumulates feedback a user rating is calculated with each positive comment earning 1 points each neutral comment earns 0 points and each negative comment earns -1 points eBay Feedback Forum 2004 . This rating and the percentage of feedback rated positively are prominently displayed next to the user s ID see Figure 2 . Though not required participation levels at eBay are remarkably high as buyers leave feedback on sellers of the time and sellers on buyers of the time Dellarocas 2003 . Once left a comment cannot be edited and becomes a permanent part of the feedback profile. Thus Figure 1. eBay feedback form Figure 2. eBay feedback rating Copyright 2006 Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. An Examination of Consumer Behavior on eBay Motors 43 a negative or even a neutral rating can be detrimental to the user s ability to sell in the eBay community in the future. eBay Motors auction listings contain fundamental bidding data such as the winning bid ending date and time number of bids and so forth. The listings also allow sellers to provide a formatted Web page that describes the vehicle and displays multiple pictures that can be enlarged to show details. The description and pictures ofthe vehicle are very important in overcoming the limitations of an online automobile marketplace. A previous study Sena Heath Webb 2004 suggests that the quality of an auction s description might impact the final winning price of the auction. It is important to note that like traditional eBay auctions eBay Motors utilizes proxy bidding users specify their highest price and the system automatically increases the winning bid when necessary which means that the final bid price is typically determined by the second .

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