Consumer Engagement With the C2C Online Auction Experience: Conceptualisation and Measurement
type: CreativeWork
description: This research investigates the role that engagement plays as a comprehensive theoretical explanation for consumers? on-going use of consumer-to-consumer (C2C) online auctions. Online auctions have become a societal phenomenon in which millions of consumers worldwide participate to browse, compete, win, lose, buy, and sell goods. The online auction experience goes beyond interacting with the website to include consumer activities and events before and after going online. Research has yet to fully explain what makes consumers want to return and repeat the auction experience. Consumer behaviour has changed over the last two decades due, inter alia, to Web 2.0 interactive technology. Marketers have sought to understand today?s Web 2.0 consumer. Engagement has emerged as an important new concept in this regard, and has been identified as a Tier 1 research priority by the Marketing Science Institute (2014). Many marketing studies conceptualise engagement from a firm-centric view and examine customer engagement with the brand or the firm; however, as yet there is no conceptualisation of engagement that takes a completely consumer-centric view. Today?s consumers engage with any object: a brand, a firm, an experience, a community, or other consumers. This research looks at engagement with the C2C online auction experience. What drives consumer engagement with the auction experience, and what effect does engagement have on consumers? on-going use of online auctions? This research conceptualises consumer engagement with the online auction experience (CE-OAE) based on an Experiential View of the Consumer (Holbrook & Hirschman, 1982), provides in-depth insights into this engagement, develops a measure of the construct, and identifies the antecedents and consequences of CE-OAE. Consumer engagement with the online auction experience is defined as the enthusiasm, reflection of self-image, passion and interest a consumer has that drives their future participation in online auctions.…
abstract: This research investigates the role that engagement plays as a comprehensive theoretical explanation for consumers? on-going use of consumer-to-consumer (C2C) online auctions. Online auctions have become a societal phenomenon in which millions of consumers worldwide participate to browse, compete, win, lose, buy, and sell goods. The online auction experience goes beyond interacting with the website to include consumer activities and events before and after going online. Research has yet to fully explain what makes consumers want to return and repeat the auction experience. Consumer behaviour has changed over the last two decades due, inter alia, to Web 2.0 interactive technology. Marketers have sought to understand today?s Web 2.0 consumer. Engagement has emerged as an important new concept in this regard, and has been identified as a Tier 1 research priority by the Marketing Science Institute (2014). Many marketing studies conceptualise engagement from a firm-centric view and examine customer engagement with the brand or the firm; however, as yet there is no conceptualisation of engagement that takes a completely consumer-centric view. Today?s consumers engage with any object: a brand, a firm, an experience, a community, or other consumers. This research looks at engagement with the C2C online auction experience. What drives consumer engagement with the auction experience, and what effect does engagement have on consumers? on-going use of online auctions? This research conceptualises consumer engagement with the online auction experience (CE-OAE) based on an Experiential View of the Consumer (Holbrook & Hirschman, 1982), provides in-depth insights into this engagement, develops a measure of the construct, and identifies the antecedents and consequences of CE-OAE. Consumer engagement with the online auction experience is defined as the enthusiasm, reflection of self-image, passion and interest a consumer has that drives their future participation in online auctions.…
author: Abdul-Ghani, Eathar
keywords: Engagement, C2C, Online auction, Consumer, Consumption experience, Value
date published: 2016
date modified: 2026-07-27T18:46:20Z
provider: AUT University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: AUT University