Market Decision Making For Online Auction Sellers: Profit Maximization Or Socialization


Steven Walczak
Dawn G. Gregg
Joy L. Berrenberg


The purpose of this investigation is to identify factors in the decision making processes used by online auction sellers to select their online auction sales channel. Examining these decision factors will aid in creating a model of online auction seller channel evaluation mechanisms including economic and social factors and may be used by online auction services and intermediaries to maximize their market potential by increasing the perceived value of the various economic or social factors influencing seller outlet selection. An exploratory survey analysis is used to identify the components that online seller’s use for online channel selection.

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November, 2006

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