Examining Intervening Variables Of The EC Consumer Behavior Model: The Powersellertm And Phenomenon Search Products

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Robert J. Mills
David H. Olsen
Myles Powell

Keywords

EC Consumer Behavior Model, E-Auctions, Dynamic Pricing, E-Commerce

Abstract

The EC consumer behavioral model is an effort to describe the electronic commerce environment, which includes electronic auctions. The model identifies intervening variables that are related to vendors such as trustworthiness (merchant characteristic) and product brand and availability (product characteristics). In this paper, we have attempted to explore PowerSellersTM, a specific intermediary characteristic for electronic auctions. Specifically, we analyzed PowerSellersTM on products with limited availability and high demand. Linear regression models were used to analyze the intermediary characteristics and purchase price. Findings support the possibility that phenomenon search products attenuate the impact of a sellers rating on auctions prices. This paper serves as a specific investigation to better understand consumer online purchase intensions within the EC consumer behavior model.

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