共同价值拍卖
特质
业务
营销
微观经济学
广告
经济
计算机科学
程序设计语言
作者
Corey M. Angst,Ritu Agarwal,Jason Kuruzovich
标识
DOI:10.2753/jec1086-4415130102
摘要
This paper examines the behavioral aspects of bidder conduct in on-line auctions. It utilizes price data from 113 on-line auctions, surveys of winning bidders, and draws upon the consumer behavior and auctions' literature to examine individual trait differences in shopping preferences that predict a buyer's decision to use "strategic exit," the fixed-price Buy-It-Now (BIN) functionality. It argues that impulse-buying tendencies, trait competitiveness, and hedonic need fulfillment are antecedents of strategic exit, and that hedonic need fulfillment moderates the effect of impulse-buying tendencies on strategic exit. Buyers who exit an auction early by using the BIN feature end up paying a higher than average price. Theoretical and practical implications for the design of electronic auctions and the process of selling goods are offered.
科研通智能强力驱动
Strongly Powered by AbleSci AI