Abstract

http://ssrn.com/abstract=1273168
 


 



Bid or Buy? Individual Shopping Traits as Predictors of Strategic Exit in Online Auctions


Corey M. Angst


University of Notre Dame

Ritu Agarwal


University of Maryland - Robert H. Smith School of Business

Jason N. Kuruzovich


Rensselaer Polytechnic Institute (RPI) - Lally School of Management & Technology

February 29, 2008


Abstract:     
Technology has engendered some fundamental transformations in processes related to buying and selling goods. A compelling example of this transformation is online auctions, which have become increasingly popular platforms for conducting commerce. While online auctions have been researched extensively utilizing economic theories, less attention has been paid to the behavioral aspects of bidder conduct. Drawing upon the consumer behavior and auctions literature, this paper examines individual trait differences in shopping preferences which predict a buyer's decision to use the "Buy-it-Now" (BIN) functionality in online auctions, i.e., the drivers of "strategic exit." We utilize the term strategic exit to describe the situation in which bidders strategically choose to utilize a fixed price BIN option. We argue that impulse buying tendencies, trait competitiveness, and hedonic need fulfillment are antecedents of strategic exit, and suggest that hedonic need fulfillment moderates the effects of impulse buying tendencies on strategic exit. We also propose that the decision to exit an online auction early by using the BIN feature results in the buyer paying a higher than average price. Actual price data collected from 113 online auctions are combined with surveys of participants to examine the effects of behavioral characteristics on buyers' choice of the BIN strategy over competing. Theoretical and practical implications for the design of electronic auctions as well as for the process of selling goods are offered.

Keywords: Shopping traits, behavioral predictors, auctions, online auctions, strategic exit, Buy-it-Now, impulse buying, trait competitiveness, hedonic need, product knowledge

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Date posted: September 25, 2008  

Suggested Citation

Angst, Corey M. and Agarwal, Ritu and Kuruzovich, Jason N., Bid or Buy? Individual Shopping Traits as Predictors of Strategic Exit in Online Auctions (February 29, 2008). Available at SSRN: http://ssrn.com/abstract=1273168

Contact Information

Corey M. Angst (Contact Author)
University of Notre Dame ( email )
Notre Dame, IN 46556-5646
United States
Ritu Agarwal
University of Maryland - Robert H. Smith School of Business ( email )
College Park, MD 20742-1815
United States
Jason N. Kuruzovich
Rensselaer Polytechnic Institute (RPI) - Lally School of Management & Technology ( email )
110 8th St
Troy, NY 12180
United States
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