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As e-commerce grows, so will its impact on the overall economy" (Willis, 2004). One of the main drivers behind the growing success of e-commerce is online auctions. A growing amount of people interacts with online auctions on a regular basis. The consumer-to-consumer based auctions have become one of the most successful methods of electronic commerce (Zhang, 2006), such as including eBay.com, Yahoo! Auction, and Amazon Auction. One special case is eBay.com, which has grown to become the most popular online auction website (MarketingVOX, 2006). With up to 57.6 million visits in September this year (Internet Retailer, 2006), eBay leaves all competition behind...
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