Relative Advantage: An Experimental Study of the Perceptions of Cost, Trust and Media Richness in Online Auctions

• Main Authors: Matthew EricCandler, 艾瑞克
• Other Authors: Jeng-Chung Victor Chen
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/04905532708065399381

碩士 === 國立成功大學 === 國際經營管理研究所 === 99 === With the invention of the internet, came a new platform for people to buy and sell products and services. Internet auctions have recently gained widespread popularity and are one of the most successful forms of electronic commerce. As these online transactions in which buyers have no prior knowledge of the seller continue to grow it becomes all the more important that sellers recognize the importance of understanding what factors may influence the final outcome of an auction that they are participating in. In this way sellers will be able to realize the maximum potential revenue. This experimental study identifies how much of a role that trust, cost, and efficacy of information acquisition play the relative advantage of online auction environments.