Using ZMET to Construct the Consensus Map of the Users on Yahoo Auction Platforms
نویسنده
چکیده
Many consumers often collect the related product information before shopping, for price negotiating and accordingly purchasing the product if the negotiation is successfully executed. Therefore, the online auction gradually becomes the important mean of the consumer shopping behavior. In this paper, the Zaltman Metaphor Elicitation Technique (ZMET) is proposed to construct the integrated mental model of the users on Yahoo auction platforms by utilizing the behavior model of C2C consumer to deeply verbally interview the user peer-topeer and the non-verbal (pictures, photos) analysis is also fulfilled at the same time. As a result, the ZMET outcomes could provide the valuable reference for the businesses which are interested to build the on-line auction website in the future.
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تاریخ انتشار 2012