Measuring the Acceptance of Electronic Marketplaces: A Study Based on a Used-car Trading Site

Electronic marketplaces act as intermediaries between supply and demand. Such forums are often organized by a central operator and are a common form of electronic commerce. The operators are independent entrepreneurs who are competing against one another for business. Their objective is to win over users for their own marketplace in order to generate fees by matching buyers and sellers. This is only possible when the marketplace design is ‘acceptable’ to the users. Using data from an empirical study, the present article analyzes criteria which marketplace users considered important in determining their acceptance of an electronic marketplace. The data were collected from the users (buyers and sellers) of a used-car trading site.

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