E-Marketing Literature Review

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2.0 LITERATURE REVIEW 2.1 The Concept of “E-Marketplace” Electronic marketplace (e-marketplace) defined as an inter-organizational information system where sellers and buyers take part in some market to exchange information about product and price offerings (Standing et al., 2010). It acts as a trading platform where it does not involve in sell or buy goods, and service traded on the platform but support seller in establishing new business relationship through the trading platform. E-marketplaces include all internet-based technical solutions to facilitate the establishment of new or existing trading relationships between buyer and seller. E-marketplaces have brought a major impact on both consumer and organization perspective in business…show more content…
TAM concluded two factors that influence consumer’s acceptance and adoption of technology were the perceived ease-of-use and perceived usefulness. In generally, it is about the belief that the use of the technology would be free of effort and degree, it is desirable to use of the technology to improve individual’s daily tasks (Davis, 1989; Fusilier and Durlabhji, 2005). Further to TAM theory, transaction convenience which involves advance technology in delivery security of payment during transaction, delivery of quality products, time taken for delivering the product and variety payment options (Xia et al., 2008) has been selected as one of the factor…show more content…
Consumer preference presented how the consumer would rank any two baskets of goods that an individual might consume, assuming these allotments were available to the consumer at no cost (Berliant and Raa, 1988). The preference antecedent has been studied as a dependent variable that demonstrates a significant relationship with consumer satisfaction in the electronic marketplace environment (Deveraj, Fan and Kohli, 2002). Multi-attributed model has been adopted as in the preferential choice studies among several approaches. Few benefits have been recognized by adopting the multi-attribute modelling approach such as its potential insights to consumer’s cognitive processes and its pragmatic values to industry were listed in past streams of research (Green and Wind, 1973; Lutz and Bettman, 1997; Shocker and Srinivasan, 1979). The two priority concepts of preference development from the field of multi-attribute modelling approach are emerged which is Attribute-Based Preference and Attitude-Based Preference (Mantel and Kardes,

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