Market Analysis and Growth Prediction for Online Auctions:A Case Study with Restaurant Certificates

Abstract

Abstract-Online auction is one of the few examples of how e-commerce over the Internet can truly transform a business model, rather than simply transplanting it to a different medium. From the selling and buying of personal possessions among private individuals, it has grown to become a major alternative distribution channel for most commercial goods. While restaurants may not be a natural fit for this model initially, viable markets are indeed emerging in the form of gift certificates and discount coupons. In this article, actual development in this approach to internet marketing and advertising in the restaurant industry is surveyed, and a framework for market analysis and growth prediction is presented in the context of market conditions for sellers and buyers. In particular, the methodology of maximum resolution dichotomy is introduced with a case study to analyze data available under the category of Restaurant Gift Certificates on eBay.com.