Foundations and Trends in Marketing, Vol. 4, No. 1, pp. 1-75, 2009
77 Pages Posted: 23 Jul 2010 Last revised: 19 Nov 2017
Date Written: May 22, 2009
Internet auctions are common in nearly all consumer categories. Hence, it is not surprising that a great deal of research has emerged on the topic in recent years. New design and format considerations and a wealth of available data from various platforms provide new questions and promising research opportunities for marketing researchers. This monograph begins with the introduction of the basic settings, concepts, and processes that are the building blocks of auction research. It then focuses on the transition from pre-Internet auction research to more recent topics. Special attention is given to research opportunities as well as to experimental methods that can provide both laboratory and field data to answer important questions. The survey reviews recent empirical and theoretical works on Internet auctions with a focus on Internet auction design, formats, and features that are currently debated in the marketing literature. Some of these issues are extensions of general auction topics, but the findings can be quite different in Internet environments. We touch on new design features that are particularly relevant to Internet auctions such as feedback ratings, buy-it-now options, and different closing rules. We also look at strategic and behavioral models that are shaping marketing research on Internet auctions. Particular emphasis is given to behaviors that are relevant in offline environments but take on new meanings and forms in Internet auction environments.
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