Factors in Adopting Multi-access Technologies in Online Consumer Auction Markets in Finland

Abstract

In this article we analyse factors relevant for adopting multi-access technologies in online auction markets. Its focus is on how multi-access technologies, such as Web and Internet technologies, mobile and wireless technologies, and digital TV technologies are adopted in online consumer auction markets. From a literature review four factors were identified based on theories of online auction markets, channels in marketing and logistics, and communication channels and media features that could explain the adoption of multi-access technologies. The four factors are: perceived appropriateness of a given multi-access technology, media richness of various multi-access technologies, support of multiple modes of communication relationships, and the level of experience in using multiple marketing channels. We analysed five Finnish consumer auction markets: Huuto.Net, Keltainen Pörssi, QXL Finland, Systeemi.Net, and Tori. Our analysis of five Finnish online auctions shows that the Internet and World Wide Web are the predominant—and in most cases the only—online access technology available to the users. Furthermore, not even the Web-technologies are used to their full potential. Our paper suggests that media richness and the ability to provide multiple modes of communication relationships stimulate the adoption of multi-access technologies. Conclusions are presented and implications are drawn for future research.