A case study of an on-line auction for the World Wide Web
Auctions are a well-known market-mechanism. As a way of negotiating a price for products they are very much in accordance with traditional supply-and-demand thinking. An Internet or on-line auction can be viewed and discussed from a number of perspectives; e.g. a technical, a functional (user) or a consumer behaviour perspective. In this paper we refer to consumer behaviour, a sub-field in marketing science. In addition, we also refer to electronic commerce (EC) a relatively new field (Wigand, 1997) which is attracting more and more attention in academia. As a result, a number of international journals have been established. These include Electronic Markets (http://www. electronicmarkets.com/), International Journal of Electronic Commerce (http://www.cba.bgsu. edu/ijec/) and Journal of Computer Mediated Communication (http://jcmc.huji.ac.il/) (JCMC). The JCMC has a broad focus, but should be mentioned because of the attention EC is given. With regard to definitions, we refer to (Wigand & Benjamin, 1996), (Wigand, 1997) and (Garcia, 1997). Moreover, in the next issue of EM-Electronic Markets (Vol. 7 no. 4 1997) electronic auctions will be discussed.
KeywordsConsumer Behaviour Online Auction Electronic Market Electronic Marketplace Computer Mediate Communication
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