A Contingency Model of Bidding Strategies in Online Auctions in China

Pacific Asia Journal of the Association for Information Systems (PAJAIS), vol. 8(2), pp. 47–62

27 Pages Posted: 22 Jul 2016 Last revised: 5 Sep 2016

See all articles by Xiling Cui

Xiling Cui

Independent

Lai Law

Hong Kong Shue Yan University

Paul Benjamin Lowry

Virginia Polytechnic Institute & State University - Pamplin College of Business

Qiuzhen Wang

Zhejiang University - School of Management

Date Written: July 15, 2016

Abstract

Online auctions have undergone rapid development in recent years. New features of online auctions, together with new bidding strategies different from those used in offline auctions, make research in this area compelling. The existing research mainly focuses on the description of bidding strategies; only a handful of studies focus on the antecedents of bidding strategies. This research aims to fill this gap by constructing a contingency framework to investigate why bidders bid differently in online auctions, and use unique bidding strategies. Environmental factors, bidding tasks, bidders’ characteristics, and bidding motivations are included in the framework. We conducted in-depth interviews with professional, experienced bidders in China to reveal the specific reasons why bidders adopt different bidding strategies during online auctions. Finally, we discuss the implications for both global research and practice.

Keywords: Bidding strategies, Bidders, Online auctions, Qualitative research, China, Bidding motivations

Suggested Citation

Cui, Xiling and Law, Lai and Lowry, Paul Benjamin and Wang, Qiuzhen, A Contingency Model of Bidding Strategies in Online Auctions in China (July 15, 2016). Pacific Asia Journal of the Association for Information Systems (PAJAIS), vol. 8(2), pp. 47–62, Available at SSRN: https://ssrn.com/abstract=2810629 or http://dx.doi.org/10.2139/ssrn.2810629

Xiling Cui

Independent ( email )

Lai Law

Hong Kong Shue Yan University ( email )

10 Wai Tsui Crescent
Braemar Hill Road
North Point
Hong Kong

Paul Benjamin Lowry (Contact Author)

Virginia Polytechnic Institute & State University - Pamplin College of Business ( email )

1016 Pamplin Hall
Blacksburg, VA 24061
United States

Qiuzhen Wang

Zhejiang University - School of Management ( email )

Hangzhou, Zhejiang Province 310058
China

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
33
Abstract Views
449
PlumX Metrics