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The online retail environment now offers many benefits both to the manufacturer and consumer. Web markets expand the choices available to buyers, give sellers access to new customers and reduce transaction costs. (Kaplan & Sawhney, 2000) The impact of B2C direct marketing is that manufacturing transaction costs are lowered and expensive intermediaries can be eliminated, this can be described as disintermediation. (Turban, 2006)
Nonetheless, purchasing a car and the whole process has proved to be time consuming and at times a battle of wills between the consumer and automobile dealer. It is suggested that consumers who express a high disutility of bargaining and a lack of time are more likely to purchase from the internet...
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