出版社：International Association for Computer Information Systems
摘要：In this paper we examine users' rationale for choosinga particular online transaction community. Based ontransaction cost economics (TCE), we hypothesize that transaction costs affectusers' choice. Wecompare different institutional mechanisms ¨CeBay'sidentity recognition and reputation system vs.Craigslist's face-to-face item-for-cash local transaction. Wealsoidentifyother factors related to transaction costs.According toresource-basedview (RBV)theory, the size of potential target audience of an online transaction community matters and it influences the chance of making a sale. We conduct exploratory empirical case studies. The findings support both TCE and RBV analyses. Moreover, we discover some interesting new insights that are not part of the original theoretical analyses. One of the potential contributions of this study is that it extendsour understandingof users' choice of different types of online transaction community.This research also has practical implications for online transaction communities
