Engagement – Experiencing Magic in the C2c Online Auction
Consumer experiences with C2C online auctions extend beyond the auction site. Phenomenological analysis of stories of experiences of C2C online auction users show how valued experiences lead to engagement. The essence of engagement is identifying with the experience, being emotionally connected, interested, passionate, motivated and enthusiastic to repeat the experience.
Eathar Abdul-Ghani, Roger Marshall, and Kenneth F. Hyde (2017) ,"Engagement – Experiencing Magic in the C2c Online Auction ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 61-62.
Eathar Abdul-Ghani, Auckland University of Technology, New Zealand
Roger Marshall, Auckland University of Technology, New Zealand
Kenneth F. Hyde, Auckland University of Technology, New Zealand
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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