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| Author: | Vesa, J. Heck, E. van |
| Title: | Factors in adopting multi-access technologies in online consumer auction markets in Finland |
| Journal: | European Management Journal
2005 : APR, VOL 23:2, p. 182-194 |
| Index terms: | Markets Marketing channels Consumers Internet Auctions High technology Mobile technology Finland Nordic countries |
| Freeterms: | Media |
| Language: | eng |
| Abstract: | This article analyses factors relevant for adopting multi-access technologies (hereafter as: m-a-techs.) in online auction markets (here as: a-mrks.), focusing on how m-a-techs., such as Web and Internet technologies (here as: techs.), mobile and wireless techs., and digital TV techs. are adopted in online consumer a-mrks. Based on a literature review four factors were identified: perceived appropriateness of a given m-a-techs., media richness of various m-a-techs., support of multiple modes of communication relationships, and the level of experience in using multiple marketing channels. Analysed are five Finnish consumer a-mrks: Huuto.Net, Keltainen Pörssi, QXL Finland, Systeemi.Net, and Tori. It is shown that the Internet and World Wide Web are the predominantand in most cases the onlyonline access technology available to the users. In addition, not even the Web-techs. are used to their full potential. This paper suggests that media richness and the ability to provide multiple modes of communication relationships stimulate the adoption of m-a-techs. |
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