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How do online bidders differ from non-bidders?

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  • Hou, Jianwei
  • Elliott, Kevin

Abstract

This study compares online bidders and non-bidders based on their demographic and psychographic characteristics. An online survey was developed to collect data using Zoomerang's online consumer panel. Findings show that online bidders have a lower level of risk aversion and a higher level of need for uniqueness and propensity to trust than nonbidders. Online bidders are also more likely to engage in variety-seeking and impulsive-buying behavior than non-bidders. Results indicate that online bidders are younger, more educated, and have a higher income level than non-bidders. This study also finds that gender and prior online shopping experience moderate the differences between online bidders and non-bidders. Theoretical and managerial implications are discussed.

Suggested Citation

  • Hou, Jianwei & Elliott, Kevin, 2014. "How do online bidders differ from non-bidders?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 18-25.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:1:p:18-25
    DOI: 10.1016/j.jretconser.2013.10.001
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    3. Li, Rui & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2017. "Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 19-29.

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