C2C e-Marketplaces and How Their Micro-Segmentation Strategies Influence Their Customers

The purpose of this study is to contribute to the literature, understanding how the micro-segmentation strategies developed by the C2C e-marketplaces influence customer satisfaction, brand loyalty, trust, and brand equity by proposing a PLS-SEM model with seven hypotheses. An online questionnaire was answered by a sample of 403 people. The results were edited, coded, transformed, and finally analysed with the software Smart- PLS 3.3.7. The results confirm that the reflective model shows good reliability and validity and that six of the seven were accepted. Furthermore, micro-segmentation mostly influences customer satisfaction, followed by brand equity and trust. On the other hand, the results confirm that, apparently, customer satisfaction does not impact brand loyalty, and micro-segmentation is the more significant construct in reaching brand loyalty in the C2C e-marketplaces. It is worth noting that this research contributes to knowledge about two issues unexplored by the academia, micro-segmentation and the C2C e-marketplaces. Dataset: https://data.mendeley.com/datasets/zzx5kw6cy9/1 Dataset License: CC BY 4.0

How Marketing Factors Influence Online Browsing and Sales: Evidence From China's E-Commerce Market

As the e-commerce market evolves from being primarily transactional to being more subtle, sellers now seek to form online strategies. Previous studies have investigated buyers’ purchasing patterns, online transaction trust, electronic word-of-mouth, online resale behavior as well as online auctions. However, less is known about the antecedents that effect store traffic and sales. By using real market data from a major Chinese C2C e-commerce site, this article investigates C2C transactional formation and identifies sellers’ performance payoffs that result from various marketing factors. Marketing factors that influence store traffic and sales will be analyzed by means of the Negative Binomial model and Tobit model. Results point out that strong store reputation and high service quality are crucial indicators for increasing number of browsers and sales amount. In accordance with the results of prior research, advertising is confirmed as an effective tool for positively influencing both store traffic and sales. In addition, we found that guarantee policies can positively impact store sales only by interacting with reputation ratings. Drawing on empirical findings, we also discuss the managerial implications for C2C sellers and put forth some recommendations

Developing a Taxonomy for Digital Platforms – A Conceptual Approach

Disruptive companies like Google, Apple, Facebook, and Amazon transform economic and business activity. Faced with their growing economic importance, digital platforms are increasingly adopting essential functions in business and daily life. Discussions of platforms are extended by decisive aspects accompanying this development. Established economic, social, and organization theory show limitations in understanding and describing digital platforms. Researchers need a sophisticated conceptualization of the complex manifold perspectives to fully understand the dynamics of digital platforms and lead the development of platforms in the proper direction. To enable comparability of research results and uniform theory building, this study analyzes existing literature and conceptually develops a comprehensive taxonomy for digital platforms based on multi-faceted approaches. Our taxonomy consists of technological, economic, and socio-cultural perspectives with sixteen dimensions and corresponding characteristics analyzed in detail, which helps scholars classify and articulate the full range of digital platform specifications

Revision, Application and Evaluation of Electronic Markets in Portugal

The electronic markets are information systems used for several different organizational entities, within one or several levels in economic value chains. Electronic markets are considered platforms of commercial transactions between companies or business to business platforms. According to Bakos (1998), play a central role in the economy, facilitating the exchange of information, goods, services, and payments. In the process, they create economic value for buyers, sellers, market intermediaries, and for society at large. The objectives of this paper are: to perform the identification of the current state and evolution of B2B markets in Portugal; characterize the platform features of these markets; and finally, to create a guideline set to support companies that pretend to adhere to these markets.info:eu-repo/semantics/publishedVersio

Complexity or simplicity? Designing product pictures for advertising in online marketplaces

In online marketplaces, many sellers highlight product and service information directly within product pictures for advertising purposes. Such a strategy increases the visual complexity of the picture and provides more information to support buyers’ judgment. However, when other sellers adopt the same method, a given picture will not be conspicuous enough to be noticed. To address this issue, the concept of complexity contrast is introduced. No prior attention has been paid in literature to the interplay between visual complexity and complexity contrast. This research proposes a theoretical model to explain the influences of visual complexity and complexity contrast on buyers’ pleasantness in shopping, while perceptual and conceptual fluency act as mediators. Results from a lab experiment suggest an entangled effect of complexity contrast and visual complexity, indicating that buyers are influenced more by the conspicuousness of a product picture, rather than the information conveyed by a product picture when it is visually overwhelming

Developing Multi-Sided Markets in Dynamic Electronic Commerce Ecosystems - Towards a Taxonomy of Digital Marketplaces

Multi-sided markets (MSMs) have proven to be a successful business model in the dynamic electronic commerce environment. There exists a variety of MSMs differing in their provided features and services for their participants. Existing taxonomies often focus on value creation and business-to-business transactions. We apply Nickerson et al.’s taxonomy development approach. We especially incorporated aspects of orchestrating the distinct market sides and governance dimensions. The developed taxonomy for MSMs consists of 21 dimensions and 99 characteristics in total. We have applied our taxonomy to 44 MSMs and identified asymmetries between the market sides concerning Monetization, Network Effect Amplifiers and Provided Services. We emphasize that the taxonomy is not only an artifact for classifying the current situation of an MSM but can also be used by MSM owners to derive directions for the future development. We illustrated how these developments can be conducted by examples for five dimensions of our taxonomy

Web Elements and Strategies for Success in Online Marketplaces: An Exploratory Analysis

Among the most prominent and fastest-growing markets on the Internet are online marketplaces. The leader and main exemplar of this type of market is eBay. In this paper, we provide a comprehensive examination of the salient website elements and strategies as success factor in online marketplaces. In this exploratory analysis, we report on the behavior of different types of sellers and their distinct approaches for achieving their desired goals. The conceptual framework for this examination is based on marketing mix theory and its synthesis with competitive heterogeneity theory, allowing us to formulate a success model for sellers operating in this market. The conceptual model is empirically tested by the random collection of over 2000 auction listings from eBay’s Motors Division spread over a period of six months. Our results bring to light the presence of different types of sellers in this market, and the differences in website designs and strategies they use for success in this market

E-Commerce

E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business, along with several sub-themes related to e-commerce, namely the concept of e-business and e-marketing. Next, it was noted that e commerce could express the connections between many purchase actors but is mainly used through the B2C model. The adoption of e-commerce is linked to different internet techniques and tools, which has several advantages and risks. This study also highlights the connections of e-commerce with globaliza tion, e-marketplaces, and platforms. Finally, the authors present the KPIs in terms of sales, marketing, and customer service that the e-sellers should take into account when they are defining the e-commerce strategy and the age segmentation criteria that must be used to create homogeneous groups of e-buyers.info:eu-repo/semantics/publishedVersio