Understanding unethical behaviors in online environments

The article explores how actors interpret and deal with the unethical use of new technology in an online environment, such as online reverse auctions (ORA). The interpretation subtleties of technology initiators, buyers and suppliers are presented through interviews. Unethical behaviors associated with ORA use include repetitive re-bidding to drive prices down, allowing unqualified bidders to bid, and reduced product quality to preserve profit margins. Such behaviors are said to have led ORA to be negative or coercive technology. ORA has also been described as the technology that has raised the greatest number of ethical concerns in electronic commerce.