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The Rugby Player and the Handbag: Extending a Model of the Factors of Influence in Online Auctions

Author

Listed:
  • Val A. Hooper

    (Victoria University of Wellington, New Zealand)

  • Sid L. Huff

    (Victoria University of Wellington, New Zealand)

  • Jon MacDonald

    (Trade Me, New Zealand)

Abstract

Research into the determinants of online auction prices has tended to group them into buyer factors, seller factors and site factors. A case is presented which records how a $30 handbag was sold for $ 22,750 in an online auction shortly after a national sport final. Analysis of the case indicates additional factors which can exert a considerable influence on the final auction price. A model is proposed which depicts five groups of factors impacting the final price: buyer factors, seller factors, site factors which are expanded to include timing of the “action”, and site brand strength; product factors which include product features, brand strength, and brand extension/association; and promotion, which includes media publicity. While not all factors will impact on every auction, due consideration should be accorded each of them.

Suggested Citation

  • Val A. Hooper & Sid L. Huff & Jon MacDonald, 2009. "The Rugby Player and the Handbag: Extending a Model of the Factors of Influence in Online Auctions," International Journal of E-Business Research (IJEBR), IGI Global, vol. 5(4), pages 22-38, October.
    • Handle: RePEc:igg:jebr00:v:5:y:2009:i:4:p:22-38
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