Abstract

The development of Internet has fostered giant online customer to customer (C2C) marketplaces operating globally. Because of internetpsilas uniformity and standardization, will consumers demonstrate similar behaviours in the uniform platform? From national and cultural perspectives, we attempt to investigate eBaypsilas mechanisms and userspsila habits of using a similar platform by observing the transaction of eBay in the United States, France and China. Based on data of national transactions and reputation profiles of sellers gathered from eBay.com, eBay.fr and eBay.com.cn, our empirical study provides a comprehensive comparison of cultural behavioral aspects about the trading process as well as the influence of eBaypsilas reputation management system on pricing in these three different countries, and confirms the preliminary remarks about the national C2C online markets and previous assumptions about cultural behavioral particularities.

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