IDEAS home Printed from https://ideas.repec.org/p/zbw/tbsimw/0302.html
   My bibliography  Save this paper

Internet auctions in marketing: The consumer perspective

Author

Listed:
  • Möllenberg, Antje

Abstract

Internet auctions for consumer are among the most popular and most successful business models in electronic commerce. Research so far, however, has focused on prerequisites and consequences of auctions as a marketing intstrument of suppliers. Even though it is a key success factor from a marketing perspective, the demand side has not inspired similar attention. This paper focuses on the attitudes, motives, and behavior of auction customers. It shows why ccurrent beliefs about bidder characteristics are myths. Taking these misconceptions as a starting point, the existence of an experiential and a pragmatic type of auction customer is proposed. An explorative empirical study looking for the characteristics of both types of auction customers is described. Results indicate that less than half of auction shoppers in the sudy are experiential oriented. Except substantial additional demand concerning technological and emotional qualities of auctions these shoppers do not differ dramatically from pragmatic oriented shoppers. Both types are open-minded towards further development of consumer auctions to commercial marketplaces. Business models of auctioneers and suppliers should concentrate on the basic utility of the auction algorithm by facilitating individual matchmaking instead of pursuing costly additional utility by promoting the entertainment value of auctions.

Suggested Citation

  • Möllenberg, Antje, 2003. "Internet auctions in marketing: The consumer perspective," Working Papers 03/02, Technische Universität Braunschweig, Institute of Marketing.
    • Handle: RePEc:zbw:tbsimw:0302
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/54775/1/683541811.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Matthews, Steven, 1987. "Comparing Auctions for Risk Averse Buyers: A Buyer's Point of View," Econometrica, Econometric Society, vol. 55(3), pages 633-646, May.
    2. McAfee, R Preston & McMillan, John, 1987. "Auctions and Bidding," Journal of Economic Literature, American Economic Association, vol. 25(2), pages 699-738, June.
    3. Milgrom, Paul R & Weber, Robert J, 1982. "A Theory of Auctions and Competitive Bidding," Econometrica, Econometric Society, vol. 50(5), pages 1089-1122, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sushil Bikhchandani & John G. Riley, 1988. "A Characterization of Equilibria in Common Value Second-Price and Open-Exit Auctions," UCLA Economics Working Papers 474, UCLA Department of Economics.
    2. Susan Athey & Philip A. Haile, 2002. "Identification of Standard Auction Models," Econometrica, Econometric Society, vol. 70(6), pages 2107-2140, November.
    3. Atanu R. Sinha & Eric A. Greenleaf, 2000. "The Impact of Discrete Bidding and Bidder Aggressiveness on Sellers' Strategies in Open English Auctions: Reserves and Covert Shilling," Marketing Science, INFORMS, vol. 19(3), pages 244-265, May.
    4. Hannu Vartiainen, 2003. "Auction Design without Commitment," Working Papers 2003.24, Fondazione Eni Enrico Mattei.
    5. Yili Hong & Chong (Alex) Wang & Paul A. Pavlou, 2016. "Comparing Open and Sealed Bid Auctions: Evidence from Online Labor Markets," Information Systems Research, INFORMS, vol. 27(1), pages 49-69, March.
    6. Lorentziadis, Panos L., 2016. "Optimal bidding in auctions from a game theory perspective," European Journal of Operational Research, Elsevier, vol. 248(2), pages 347-371.
    7. Yuen Leng Chow & Joseph T.L. Ooi, 2014. "First-Price Sealed-Bid Tender versus English Open Auction: Evidence from Land Auctions," Real Estate Economics, American Real Estate and Urban Economics Association, vol. 42(2), pages 253-278, June.
    8. Haile,P.A., 1999. "Auctions with resale," Working papers 33, Wisconsin Madison - Social Systems.
    9. Yeon-Koo Che & Ian Gale, 1994. "Auctions with budget-constrained buyers: a nonequivalence result," Working Papers (Old Series) 9402, Federal Reserve Bank of Cleveland.
    10. Thomas D. Jeitschko, 1998. "Learning in Sequential Auctions," Southern Economic Journal, John Wiley & Sons, vol. 65(1), pages 98-112, July.
    11. Jinpeng Ma, 1997. "English Auctions and Walrasian Equilibria with Multiple Objects: a dynamic approach," Departmental Working Papers 199702, Rutgers University, Department of Economics.
    12. Malueg, David A. & Orzach, Ram, 2009. "Revenue comparison in common-value auctions: Two examples," Economics Letters, Elsevier, vol. 105(2), pages 177-180, November.
    13. Lansdowne, Z. F., 1996. "Extensions of bidding theory: Concealed bidding, optimal number of bidders, and follow-on contracts," Omega, Elsevier, vol. 24(1), pages 107-114, February.
    14. Hu, Audrey & Offerman, Theo & Zou, Liang, 2011. "Premium auctions and risk preferences," Journal of Economic Theory, Elsevier, vol. 146(6), pages 2420-2439.
    15. Tarcisio Barroso da Graca, 2001. "Ganhadores dos Leilões da Privatização Brasileira Realmente Ganham: Evidência Empírica de Um Estudo de Evento," Anais do XXIX Encontro Nacional de Economia [Proceedings of the 29th Brazilian Economics Meeting] 064, ANPEC - Associação Nacional dos Centros de Pós-Graduação em Economia [Brazilian Association of Graduate Programs in Economics].
    16. Brasil, Eric Universo Rodrigues & Postali, Fernando Antonio Slaibe, 2014. "Informational rents in oil and gas concession auctions in Brazil," Energy Economics, Elsevier, vol. 46(C), pages 93-101.
    17. Jacob K. Goeree & Theo Offerman, 2003. "Competitive Bidding in Auctions with Private and Common Values," Economic Journal, Royal Economic Society, vol. 113(489), pages 598-613, July.
    18. Charles J. Thomas & Bart J. Wilson, 2014. "Horizontal Product Differentiation in Auctions and Multilateral Negotiations," Economica, London School of Economics and Political Science, vol. 81(324), pages 768-787, October.
    19. Ravi Bapna & Paulo Goes & Alok Gupta, 2003. "Analysis and Design of Business-to-Consumer Online Auctions," Management Science, INFORMS, vol. 49(1), pages 85-101, January.
    20. Noussair, Charles N. & Seres, Gyula, 2020. "The effect of collusion on efficiency in experimental auctions," Games and Economic Behavior, Elsevier, vol. 119(C), pages 267-287.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:tbsimw:0302. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/iwtbsde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.