Abdul-Ghani, Eathar; Hyde, Kenneth F.; Marshall, Roger - In: Journal of Business Research 64 (2011) 10, pp. 1060-1066
This paper provides emic and etic interpretations of engagement with a consumer-to-consumer (C2C) online auction site, based on in-depth interviews with buyers. The study exposes three misconceptions about online C2C auctions; that the interaction between parties occurs exclusively online, that...