Contemporary Research In E-marketing ~ Volume 2 by Sandeep Krishnamurthy

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By Sandeep Krishnamurthy

Modern study in E-Marketing, quantity 2 builds at the highbrow capital of quantity 1 via supplying a compilation of inter-disciplinary chapters related to e-marketing.

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For example, Sena et al. (2004) found that the retail value of DVDs was negatively correlated with the price ratio (percent of retail value). However, in the case of automobiles, given a fixed model type (Honda Accords), more expensive (or newer) models may be considered less risky and thus may realize a higher price ratio. Table 2. com) Price Ratio – The ratio of (Winning Bid Price/Kelley Blue Book Value) Year – Model year of the automobile Seller’s Feedback Rating – Number of completed auctions in which seller was rated as positive (serves as an estimate of seller experience) Seller’s Percent Positive – Number of positive feedback ratings divided by the total number of feedback ratings (positive, negative, and neutral) Buyer’s Feedback Rating - Number of completed auctions in which buyer was rated as positive (serves as an estimate of buyer experience) Number of Pictures – Number of unique images that users can access within the auction listing (commonly presented as “thumbnail” photos that can be enlarged to show detail) Dealer – Whether the listing indicates that the seller is an automobile dealership or an individual seller Bids – Number of bids placed during the auction (a “1” bid auction may indicate a “buy it now” auction; eBay uses “proxy bidding” in which bids are automatically submitted by the system when a bid exceeds the current price but is below a prior bidder’s maximum price) Copyright © 2006, Idea Group Inc.

Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. 48 Sena and Braun Figure 3. Example of “thumbnail” photos in eBay Motors listing Figure 4. Example of Kelley Blue Book listing Copyright © 2006, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. An Examination of Consumer Behavior on eBay Motors 49 role beyond what our study captures. For instance, the seller feedback (or lack thereof) may result in fewer or lower bids that fail to meet the seller’s minimum acceptable price.

Example of Kelley Blue Book listing Copyright © 2006, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. An Examination of Consumer Behavior on eBay Motors 49 role beyond what our study captures. For instance, the seller feedback (or lack thereof) may result in fewer or lower bids that fail to meet the seller’s minimum acceptable price.

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