Brazilians’ acceptance of multi-attribute reverse Auction Model for B2C E-Commerce

Abstract

Reverse auctions emerged in the late 1990s as a new form of online commerce; they offer a platform where sellers compete to supply goods and services at the lowest price. In the early 2000s, the concept gained popularity mainly in B2B transactions: companies started using reverse auctions to prospect goods and services efficiently and at lower prices. Over time, these reverse auctions expanded to B2C transactions, allowing individuals to participate and find the best business opportunities for purchasing products and services. This study addresses reverse auctions in B2C e-commerce, aiming to understand Brazilians’ acceptance of this new online model—multi-attribute reverse auction. One used a quantitative approach through a questionnaire to a final sample of 73 individuals. Data shows that Brazilians accept the reverse auction model, as well as the perceived usefulness of the purchase model. Therefore, brands must start to consider it as another way to allow a unique customer experience in line with an omnichannel posture.