e-마켓플레이스에서의 웹사이트 특성이 판매자의 만족에 미치는 영향에 관한 연구 = 옥션사이트 사례를 중심으로

다국어 초록 (Multilingual Abstract)

The e-marketplace has emerged as a popular vehicle for transactions in the EC industry resulted from the fast growth of the Internet. An e-marketplace is a commercial site consisting of buyers and sellers who make transactions using the technology of the Internet. In the e-marketplace, there are three players such as a market-maker, buyer, and seller. Market-makers can earn revenues by extracting fees for the transactions occurring within their e-marketplaces. Therefore, from the perspective of a market-maker, both buyers and sellers are customers of a market-maker. However, past researches related to the customers satisfaction were focused on the buyers perspective in the online transactions. Considering the unique structure of the e-marketplace, sellers satisfaction in the e-marketplace is an important research theme.
In this study, we analyzed the effects of the web sites characteristics on the sellers satisfaction in the e-marketplace. The results indicated that the factors related to the level of information which was provided by a market-maker have a positive relationship with the sellers satisfaction. We expect that this analysis provides a theoretical and a practical framework to identify the antecedents of sellers satisfaction in the e-marketplace.

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