Internet auction sellers: does size really matter?

Internet marketing is a field which is continuing to grow, and the online auction concept may be defining a totally new and unique distribution alternative. Very few studies have examined auction sellers and their Internet marketing strategies. This research examines the Internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data in this study indicate that, while there is great diversity among businesses that utilize online auctions, distinct cost leadership and differentiation marketing strategies are both evident. These two approaches are further distinguished in terms of the Internet usage strategies employed by each group.

[1]  Troy A. Festervand,et al.  Influence of catalog vs. store shopping and prior satisfaction on perceived risk , 1986 .

[2]  D. V. Poel,et al.  Consumer Acceptance of the Internet as a Channel of Distribution , 1999 .

[3]  Kim Bartel Sheehan,et al.  Re-weaving the web: Integrating print and online communications , 2001 .

[4]  John Gallaugher,et al.  Factors Affecting the Adoption of an Internet-based Sales Presence for Small Business , 1997, Inf. Soc..

[5]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[6]  Danielle Guay,et al.  Internet Commerce Basics , 1998, Electron. Mark..

[7]  A. Rangaswamy,et al.  The Online Medium and Customer Price Sensitivity , 1999 .

[8]  Stephen S. Standifird.  Reputation and e-commerce: eBay auctions and the asymmetrical impact of positive and negative ratings , 2001 .

[9]  R. Brodie,et al.  An investigation of marketing practice by firm size , 2000 .

[10]  Dirk Van den Poel,et al.  Mail-order versus retail store buying - The role of perceived risk and risk reduction strategies , 1992 .

[11]  J. F. Engel,et al.  Perceived Risk in Mail-Order and Retail Store Buying , 1970 .

[12]  I. P. Akaah.  A conjoint investigation of the relative importance of risk relievers in direct marketing , 1988 .

[13]  Dirk Van den Poel,et al.  Perceived risk and rise reduction strategies in mail-order versus retail store buying , 1996 .

[14]  Marilyn M. Helms,et al.  Small and mid-sized businesses and Internet use: unrealized potential? , 1998, Internet Res..

[15]  Cynthia R. Jasper,et al.  Consumers’ perception of risk and the purchase of apparel from catalogs , 1994 .