eBayization

Although McDonaldization has been on the rise for decades and it is clearly adamant in many aspect of day to day life, including my chosen event of PCMA European Influencers Summit, it is argued that McDonaldization is no longer apparent in today’s society (Ahuvia 2011). Many researchers believe that McDonaldization is being taken over by eBayization (Izberk-Bilgin and Ahuvia 2010, cited in Ritzer 2010). The key dimensions of eBayization are variety, unpredictability and market-mediated control, the complete opposite to McDonaldization (Ahuvia 2011). Ebay has very little control over their consumers and user, therefore putting majority of the responsibility on the consumer rather than the business. Ebay uses their control purely to help keep the company functioning smoothly and to make profit but are not there to take responsibility for anything that happens on the site (Izberk-Bilgin and Ahuvia 2010, cited in Ritzer 2010). This method for running your company is beginning to rise and become more popular as businesses see the success Ebay is having (Ahuvia 2011). So a thought I want to leave you with is; now that I have broken down McDonaldization and touched upon eBayization, which do you see more in your everyday life and are you happy in the way businesses are having such an influence on your life?