Nurturing sales entrepreneurship in consumer-to-consumer marketplaces
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
Original language | English |
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Title of host publication | International Conference on Information Systems 2011, ICIS 2011 |
Pages | 3685-3694 |
Volume | 5 |
Publication status | Published - 2011 |
Publication series
Name | |
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Volume | 5 |
Conference
Title | 32nd International Conference on Information System (ICIS 2011) |
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Place | China |
City | Shanghai |
Period | 4 - 7 December 2011 |
Link(s)
Attachment(s) | Documents
Publisher's Copyright Statement
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Document Link | |
Link to Scopus | https://www.scopus.com/record/display.uri?eid=2-s2.0-84884653812&origin=recordpage |
Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(d94940fd-9160-4438-817f-d00597a33b16).html |
Abstract
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.
Research Area(s)
- Entrepreneurial seller, Online consumer-to-consumer (C2C) marketplace, Sales performance, Task-technology fit, Utilization
Citation Format(s)
Nurturing sales entrepreneurship in consumer-to-consumer marketplaces. / Ou, Carol X. J.; Poon, Wing Sze; Pavlou, Paul A. et al.
International Conference on Information Systems 2011, ICIS 2011. Vol. 5 2011. p. 3685-3694.
International Conference on Information Systems 2011, ICIS 2011. Vol. 5 2011. p. 3685-3694.
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
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