Buyer Satisfaction and Loyalty Intention in an Online Auction: Online Auction Website Versus Online Auction Seller

Abstract

Online auctions are becoming increasingly more important as an intermediary for both sellers and buyers (Lucking-Reiley et al. 2007). Traditionally, online auction websites serve individuals who want to buy and sell collectibles via the auction process. However, increasingly, online auction websites are also acting as a store-front for new goods that are sold by small-medium retailers at fixed prices (Aldridge 2004). This is especially true in the Asia Pacific market, where eBay has had difficulty competing with local sites that focus on addressing the needs of small to medium-sized independent retailers in the business-to-consumer segment (Song 2006; Vara and Chao 2006). Small retailers who initially explore online auctions as an additional channel are gradually moving their businesses to online auctions (Walezak, Gregg, and Berrenberg 2006).