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Making Third-Party Sellers More Attractive : the Case of Amazon
Straubert, Christian; Sucky, Eric; Felch, Vanessa; u. a. (2023): Making Third-Party Sellers More Attractive : the Case of Amazon, in: Proceedings of the 56th Hawaii International Conference on System Sciences, Honolulu: University of Hawaiʻi, S. 3838–3847.
Faculty/Chair:
Author:
Title of the compilation:
Proceedings of the 56th Hawaii International Conference on System Sciences
ISSN:
2572-6862
Conference:
56. Hawaii International Conference on System Sciences, January 3-6, 2023 ; Maui, Hawaii
Publisher Information:
Year of publication:
2023
Pages:
ISBN:
978-0-9981331-6-4
Language:
English
Abstract:
We provide an analysis of third-party sellers on Amazon’s online marketplace from a customer’s viewpoint. While Amazon as a retailer sometimes directly competes with third-party sellers, Amazon is also interested in making the Amazon marketplace attractive for third-party sellers and making third-party sellers attractive to customers. Based on a large-scale survey (n=772) of Amazon customers in the U.S., we examine how much they like to buy from the different seller types (Amazon itself, third-party sellers with/without the Prime logo, i.e., with/without Fulfillment by Amazon). Among other results, we can show that the Prime logo on the seller side combined with a Prime subscription on the customer side significantly increases trust in a third-party seller, ultimately increasing third-party sales on Amazon’s online marketplace. Furthermore, third-party sellers are implicitly incentivized to use the Fulfillment by Amazon service, which generates additional logistics service revenue for Amazon.
GND Keywords: ; ; ;
Amazon Web Services
Bezugsquelle
Externe Beziehung
Business-to-Business-Marketing
Keywords: ; ; ;
B2C e-commerce
third-party seller
online marketplace
Amazon
DDC Classification:
RVK Classification:
Peer Reviewed:
Yes:
International Distribution:
Yes:
Open Access Journal:
Yes:
Type:
Conferenceobject
Activation date:
January 27, 2023
Versioning
Question on publication
Permalink
https://fis.uni-bamberg.de/handle/uniba/57951