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Chancen und Risiken von Onlineauktionen aus Prinzipal-Agenten-Sicht

Chancen und Risiken von Onlineauktionen aus Prinzipal-Agenten-Sicht

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Helmut-Schmidt-Universität - Universität der Bundeswehr Hamburg (Institut für Marketing), Veranstaltung: Konsumentenverhalten im Web, Sprache: Deutsch, Abstract: Im Zuge des Internetzeitalters hat sich das Bild von herkömmlichen Auktionen zu Onlineauktionen maßgeblich gewandelt. Das Internet bietet durch die Nutzung von Verständigung und Kooperation vielfältige Möglichkeiten virtueller Unternehmens- und Geschäftsstrukturen. Dabei gehören Consumer-Auktionen im Internet heute zu den beliebtesten Aktivitäten der Internet-Nutzer . Das amerikanische Unternehmen eBay gilt als Paradebeispiel für Internet-Auktionen und ist mittlerweile geradezu zum Synonym für das ganze Geschäftsmodell geworden. Von allen Internet-Auktionshäusern, die sich an Konsumenten wenden, ist eBay nicht nur mit Abstand das größte, sondern auch das mit den meisten Funktionen. In dieser Arbeit dient eBay daher oftmals als Beispiel. Das Geschäftsmodell von eBay besteht im Wesentlichen darin, Anbietern von Produkten aller Art eine Plattform im Internet zu bieten, auf der sie ihre Produkte an Sammler, Kleinhändler, Schnäppchenjäger oder Gelegenheitskäufer versteigern können. Das Handeln auf der Plattform eines Internetauktionshauses bietet dem Konsumenten nicht nur Chancen, sondern auch erhebliche Risiken. Dabei spielt das Vertrauen für die Wechselbeziehung zwischen Prinzipal und Agenten, Käufer und Verkäufer, die wesentliche Rolle. Der Zusammenhang zwischen Prinzipal und Agent wird von Pratt und Zeckhauser besonders zutreffend beschrieben: "Whenever one individual depends on the action of another, an agency relationship arises. The individual taking the action is called the agent. The affected party is the principal." Nahezu in allen Bereichen trifft man auf die Prinzipal-Agenten-Theorie. Als führendes Beispiel wird zur Erklärung in der Arbeit eine Arbeitnehmer- /Arbeitgeberbeziehung in einem r


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Product Details
  • ISBN-13: 9783638920780
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 363892078X
  • Publisher Date: 12 Mar 2008
  • Height: 210 mm
  • No of Pages: 30
  • Series Title: German
  • Weight: 54 gr


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