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

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 PowerSellers_TM, a specific intermediary characteristic for electronic auctions.  Specifically, we analyzed PowerSellers_TM 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 seller’s rating on auctions prices. This paper serves as a specific investigation to better understand consumer online purchase intensions within the EC consumer behavior model.