Small Buyer's Adoption of Reverse Aggregation Electronic Markets: A Case Study on the Korean Auto Repair Industry

The purpose of this study is to investigate factors which can lead small buyers to participate in a Reverse Aggregation Electronic Market (RAEM). Five factors including search, selection, price, delivery, and Internet literacy were selected as possible factors which are expected to influence small buyers' participation in a RAEM. This paper focused on a RAEM of the Korean automotive industry in which the third party aggregator formed a group of...