Abstract
Prior studies of consumer behavior have focused more on purchasing intention than selling intention. However, sellers do form different values or economic views (utilitarian or hedonic) when selling the same second-hand product on different platforms (auction vs. barter sites). The purpose of this study is to investigate the factors that determined which platform an online seller uses for second-hand products: an auction site or a barter site. Based on the Engel-Kollat-Blackwell (EKB) model, the study used a validated questionnaire to explore several internal and external factors. The factors supporting both the intention and actual behavior of using auction sites are product condition, reference group, word of mouth, and reference price; the factors for using barter sites are personal value and reference group. Functional magnetic resonance imaging (fMRI) technology was used to further observe the influence that different values have on sellers’ brain activities and decision-making behaviors regarding site choice.
Recommended Citation
Hsieh, Pei-Hsuan and Hu, Teng-Chieh, "Differences in the Decision-Making Process Between Sellers Using Yahoo!Kimo Auction Site and Barter Sites" (2019). SIGHCI 2019 Proceedings. 3.
https://aisel.aisnet.org/sighci2019/3