%0 Journal Article
%T The Interplay of Virtual Communities: A Multiple Case Study of E-Retailers in Yahoo E-Auctions
%A Julia Zhi-Xian Zhao
%A Joyce Lee
%J International Journal of Cyber Society and Education
%D 2012
%I Academy of Taiwan Information Systems Research
%X This study investigated how businesses operate e-shops in a transaction-oriented virtual community. This research employed a multiple case study approach by observing three cases of e-retailers, as being new e-commerce initiates, operating their businesses on the Yahoo! e-auction website. The results showed that e-shops displaying amusing stories can attract site visitors and ˇ°spick and spanˇ± e-shop design format can be helpful for converting visitors into buyers.
%K E-commerce
%K Virtual community
%K E-auction
%K Yahoo!
%U http://www.academic-journals.org/ojs2/index.php/IJCSE/article/view/1009