Arbeitspapier
Internet auctions in marketing: The consumer perspective
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.
- ISBN
-
3933628482
- Language
-
Englisch
- Bibliographic citation
-
Series: Arbeitspapier ; No. 03/02
- Classification
-
Management
- Subject
-
Auktion
E-Business
Geschäftsmodell
Konsumentenverhalten
- Event
-
Geistige Schöpfung
- (who)
-
Möllenberg, Antje
- Event
-
Veröffentlichung
- (who)
-
Technische Universität Braunschweig, Institut für Marketing
- (where)
-
Braunschweig
- (when)
-
2003
- Handle
- Last update
-
10.03.2025, 11:44 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Arbeitspapier
Associated
- Möllenberg, Antje
- Technische Universität Braunschweig, Institut für Marketing
Time of origin
- 2003
Other Objects (12)
Fostering sustainable consumer behavior : a marketing perspective
Customizing internet marketing : the use of consumer behavioral knowlegde in personalization
Perfectly imperfect : a consumer-centered perspective on imperfection in marketing communications
Internet-Marketing
Internet-Marketing
An empirical perspective on auctions
Marketing im Internet
Marketing-Instrument Internet
Marketing-Instrument Internet
Marketing im Internet
Fashion consumer segmentation - USA perspective
Preventing Homelessness: A Consumer Perspective
Fostering sustainable consumer behavior : a marketing perspective
Customizing internet marketing : the use of consumer behavioral knowlegde in personalization
Perfectly imperfect : a consumer-centered perspective on imperfection in marketing communications
Internet-Marketing
Internet-Marketing
An empirical perspective on auctions
Marketing im Internet
Marketing-Instrument Internet
Marketing-Instrument Internet
Marketing im Internet
Fashion consumer segmentation - USA perspective
Preventing Homelessness: A Consumer Perspective
Fostering sustainable consumer behavior : a marketing perspective
Customizing internet marketing : the use of consumer behavioral knowlegde in personalization
Perfectly imperfect : a consumer-centered perspective on imperfection in marketing communications
Internet-Marketing
Internet-Marketing
An empirical perspective on auctions
Marketing im Internet
Marketing-Instrument Internet
Marketing-Instrument Internet
Marketing im Internet
Fashion consumer segmentation - USA perspective