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| Author: | Gilkeson, J.H. Reynolds, K. |
| Title: | Determinants of Internet auction success and closing price: An exploratory study |
| Journal: | Psychology & Marketing
2003 : JUN, VOL. 20:6, p. 537-566 |
| Index terms: | Electronic commerce Consumer behaviour Consumer attitudes Auctions Bidding Prices Internet Success |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | Although auctions have been examined, on-line auctions are only beginning to receive research attention. In both economics and marketing the research on auctions has relied primarily on rational, economic theories. This article investigates how particular online auction features impact two important outcomes: auction success and final closing price. Traditional economic theories as well as theories from marketing and psychology are employed to provide a broader picture of on-line auctions. Specifically, several key factors related to auction success and closing price for four types of sterling flatware in an on-line auction site (eBay) are examined. The findings show that, across all four piece types, a reserve auction format, the relative opening price, and the number of bids unexplained by a low or high opening price are associated with both auction success and final closing price. |
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