Are Multi-Channel Technologies Adopted in Online Consumer Auction Markets in Finland?

Abstract

In this chapter, we analyze factors relevant for adopting multi-channel technologies in online auction markets. Its focus is on how multi-channel technologies, such as Web and Internet technologies, digital TV technologies, and wireless technologies, are used in online consumer auction markets. Using a conceptual framework that identifies four factors that could explain the adoption of multi-channel technologies, we analyze five Finnish consumer auction markets: Huuto.Net, Keltainen Pörssi, QXL Finland, Systeemi.Net, and Tori. Our analysis shows that the Internet and World Wide Web are the predominant—and, in most cases, the only—online channel available to the users. Furthermore, not even the Web technologies are used to their full potential. This chapter suggests that media richness and the ability to provide multiple modes of communication relationships stimulate the adoption of multi-channel technologies. Conclusions are presented and implications are drawn for future research.