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Emic and etic interpretations of engagement with a consumer-to-consumer online auction site

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  • Abdul-Ghani, Eathar
  • Hyde, Kenneth F.
  • Marshall, Roger

Abstract

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 the relation between buyers and sellers is purely transactional in nature, and that the interaction between buyers and sellers does not lead to ongoing business relationships. The paper reveals the utilitarian, hedonic and social benefits that are the bases of engagement with the auction site. Social benefits materialize for auction buyers during offline exchanges. The paper also reveals marketer incentives and structural disincentives for consumers' ongoing use of the auction site.

Suggested Citation

  • Abdul-Ghani, Eathar & Hyde, Kenneth F. & Marshall, Roger, 2011. "Emic and etic interpretations of engagement with a consumer-to-consumer online auction site," Journal of Business Research, Elsevier, vol. 64(10), pages 1060-1066, October.
  • Handle: RePEc:eee:jbrese:v:64:y:2011:i:10:p:1060-1066
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    References listed on IDEAS

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    Cited by:

    1. Zuraidah Zainol & Nurul Fadly Habidin & Juliana Osman & Rusliza Yahaya, 2016. "The Key Qualities of a Strong Customer Engagement in the Customer-Brand Relationship Context," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 211-224, December.
    2. Jesús Cambra-Fierro & Iguácel Melero-Polo & Javier Sese, 2015. "Does the nature of the relationship really matter? An analysis of the roles of loyalty and involvement in service recovery processes," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 297-320, June.
    3. repec:eee:touman:v:46:y:2015:i:c:p:571-581 is not listed on IDEAS
    4. Kim, Tae Youn & Lee, Yoon-Jung, 2017. "Contemporary dandies: The behavioral characteristics of Korean male consumers in fashion multi-brand stores and tailor shops," Journal of Business Research, Elsevier, vol. 74(C), pages 149-153.
    5. repec:eee:touman:v:42:y:2014:i:c:p:321-329 is not listed on IDEAS
    6. Kim, Jae-Eun & Lloyd, Stephen & Cervellon, Marie-Cécile, 2016. "Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement," Journal of Business Research, Elsevier, vol. 69(1), pages 304-313.

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