TY - GEN
T1 - Nurturing sales entrepreneurship in consumer-to-consumer marketplaces
AU - Ou, Carol X. J.
AU - Poon, Wing Sze
AU - Pavlou, Paul A.
AU - Davison, Robert M.
PY - 2011
Y1 - 2011
N2 - Buyers and sellers jointly determine a market's development and equilibrium. While the literature has focused on enhancing online marketplaces from the buyer's perspective, designing marketplaces from the seller's perspective has received much less attention. Practically, online consumer-to-consumer (C2C) marketplaces have nurtured business and created many job opportunities, evidenced by TaoBao, China's leading marketplace. This study explores how online marketplaces nurture entrepreneurship from the seller's perspective. Extending the task-technology fit model, we propose that the entrepreneurial sellers' motivations to use online C2C marketplaces are to achieve financial security, independence, innovation, recognition, roles and self-realization. C2C marketplaces can be designed accordingly to facilitate information exchange, transactions, customization and back-end integration. We argue that a fit between the seller's entrepreneurial tasks and technological characteristics determines the seller's satisfaction, marketplace utilization, and sales performance. The proposed model is verified by 128 TaoBao sellers. We discuss the implications and next steps of this research. © (2011) by the AIS/ICIS Administrative Office All rights reserved.
AB - Buyers and sellers jointly determine a market's development and equilibrium. While the literature has focused on enhancing online marketplaces from the buyer's perspective, designing marketplaces from the seller's perspective has received much less attention. Practically, online consumer-to-consumer (C2C) marketplaces have nurtured business and created many job opportunities, evidenced by TaoBao, China's leading marketplace. This study explores how online marketplaces nurture entrepreneurship from the seller's perspective. Extending the task-technology fit model, we propose that the entrepreneurial sellers' motivations to use online C2C marketplaces are to achieve financial security, independence, innovation, recognition, roles and self-realization. C2C marketplaces can be designed accordingly to facilitate information exchange, transactions, customization and back-end integration. We argue that a fit between the seller's entrepreneurial tasks and technological characteristics determines the seller's satisfaction, marketplace utilization, and sales performance. The proposed model is verified by 128 TaoBao sellers. We discuss the implications and next steps of this research. © (2011) by the AIS/ICIS Administrative Office All rights reserved.
KW - Entrepreneurial seller
KW - Online consumer-to-consumer (C2C) marketplace
KW - Sales performance
KW - Task-technology fit
KW - Utilization
UR - http://www.scopus.com/inward/record.url?scp=84884653812&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-84884653812&origin=recordpage
M3 - RGC 32 - Refereed conference paper (with host publication)
SN - 9781618394729
VL - 5
SP - 3685
EP - 3694
BT - International Conference on Information Systems 2011, ICIS 2011
T2 - 32nd International Conference on Information System (ICIS 2011)
Y2 - 4 December 2011 through 7 December 2011
ER -