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| Author: | Möllenberg, A. |
| Title: | Internet auctions in marketing: The consumer perspective |
| Journal: | Electronic markets
2004 : VOL. 14:4, p. 360-371 |
| Index terms: | Electronic commerce Markets Marketing Internet Auctions Consumers |
| Freeterms: | e-commerce |
| Language: | eng |
| Abstract: | This paper focuses on the attitudes, motives and behaviour of auction (hereafter as: auct. / aucts.) customers. It shows why current beliefs about bidder characteristics are myths. An explorative empirical study indicates that less than half of auct. shoppers (here as: shprs.) are experiential oriented. Except substantial additional demand concerning technological and emotional qualities of aucts., these shprs. do not differ dramatically from pragmatic oriented shprs. Both types are open-minded towards further development of consumer aucts. to commercial marketplaces. Business models of auctioneers and suppliers should concentrate on the basic benefit of the auct. algorithm by facilitating individual matchmaking instead of pursuing costly additional benefit by promoting the entertainment value of auctions. |
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