篇名 | The Interplay of Virtual Communities: A Multiple Case Study of ERetailers in Yahoo E-Auctions |
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卷期 | 5:1 |
作者 | Julia Zhi-Xian Zhao 、 Joyce Lee |
頁次 | 085-090 |
關鍵字 | E-commerce 、 Virtual community 、 E-auction 、 Yahook! |
出刊日期 | 201206 |
This study investigated how businesses operate e-shops in a transaction-oriented virtual community. This research employed a multiple case study approach by observing three cases of e-retailers, as being new e-commerce initiates, operating their businesses on the Yahoo! e-auction website. The results showed that e-shops displaying amusing stories can attract site visitors and “spick and span” e-shop design format can be helpful for converting visitors into buyers.