“…However, studies conducted in high‐income countries on the effects of online commerce on consumer durables, such as cars, books, compact disks, and term life insurance, have found mixed evidence on the impact of electronic markets on prices and market efficiency. Few studies have reported reduced prices and efficient markets, while others have reported higher prices and probable inefficiency of the electronic markets (Brown & Goolsbee, 2002; Brynjolfsson & Smith, 2000; Clay et al, 2001; Lee et al, 1999, 2003). As empirical studies on the effects of electronic markets on other Internet markets are inconclusive, an in‐depth examination of this subject is warranted.…”