Buyer-Seller Role Malleability; a Dip in the Ebay

This paper examines the behaviour of consumers in Computer Mediated Environments (CME). Specifically it focuses on the patrons of eBay, an online auction site where the consumers watch, monitor, bid and sell a vast array of items, tangible and intangible. Results suggest malleability in buyer-seller roles and an emergence of fusion of selling and consumption in CME; the auction process itself becomes an emotionally charged consumption experience.


Shakeel Siddiqui and Darach Turley (2005) ,"Buyer-Seller Role Malleability; a Dip in the Ebay", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 295-296.


Shakeel Siddiqui, Dublin City University
Darach Turley, Dublin City University


E - European Advances in Consumer Research Volume 7 | 2005

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