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Journal of Management and Marketing Research Another interesting finding is that only 23 percent of the sellers utilized lized eBay’s “About Me” page as shown in Table 22. . The About Me page is a free feature that allows sellers sellers to create create an image for for themselves themselves and and perhaps perhaps draw some distinctions between themselves and other eBay sellers. Since having an About Me page is free e promotion, and given given that less less than a third of sellers sellers use it, it, a majority of of eBay sellers sellers may may not think non non-price non competition makes much of a difference on eBay. Consistent with WOR the ones that do tend to be more experienced as MEPAGE was a significant variable in this study. The The Wheel of Retailing Retailing appears to be a fairly fairly robust and and relevant framework framework for investigating the phenomena of e-tailer e tailer evolution, especially as it concerns the nature of small entrepreneurs who start on a shoestring and build their businesses from the ground up. This aptly aptly describes describes the the typical typical eBay seller, and so the model model is is a a good good one one for investigating this particular particular subset subset of online online retailers. There is, is, however, however, another another group group of of online online business-to- business consumer (B2C) companies s that that begin begin with with large large sums sums from venture venture capitalists and start out as as large, large, well well capitalized capitalized firms firms with with experienced management. management. The WOR would not be expected to yield much in studies concerning these operations. Future research should focus on a number of areas, including: (1) identifying additional variables that might be related to e-tailer e tailer experience. Of particular interest are attitudinal variables such as opportunism, customer customer-service service orientation and intentions regarding future strategic direction directions; s; (2) developing a more comprehensive framework that may better explain the broader range of e-tailers e tailers beyond those who do business on eBay; and (3) examining the question of e-tailer tailer evolution based on any number of of possible sociological sociological or economic intervening rvening factors, factors, including including such things as industry, the the nature of of the product, product, the the size of the the organization, organization, the cost structure, and the corporate culture of the the firm. firm. In In conclusion, conclusion, it it can can be be said said that that the the economic economic forces forces that that propelled propelled small, small, upstart bricks-and-mortar mortar retailers in the 1950’s were were not entirely different from the forces that moved moved the small virtual virtual world world entrepreneurs of the the late 1990’s 1990’s and early early 2000’s. Given Given limited resources, the desire to serve the most profitable customers and mainta maintain in higher margins would seem to be a sensible goal for the majority of ee-tail tail practitioners. Nonetheless, Nonetheless, the the Internet Internet retail retail marketplace marketplace is is known known to be be highly highly price price sensitive, which which offers much less in the way of differentiation opportunities to retailers, , particularly in industries where there is manufacturer brand trust (Ellison and Ellison 2009). In the face face of this, the value of WOR as a basis for e-tail e tail research may be more limited than its applicability to the bricks-and-mortar mortar retailers of the past. Entrepreneurs Entrepreneurs who who are interested in developing a retail presence presence on eBay may find solace solace in in the fact fact that as as sellers gain experience they they tend tend to to move move away away from low-priced, low low margin goods toward higher priced goods with more substantial margins. This provides opportunity for new entrants to serve bargain hunters with lower priced goods.
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