To Bid or to Buy?: Online Shoppers’ Preferences for Online Purchasing Channels

Fan-Chen Tseng
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Fan-Chen Tseng: Kainan University, Taiwan

International Journal of E-Business Research (IJEBR), 2010, vol. 6, issue 2, 1-20

Abstract: Online retailing is a rapidly expanding business. There are three major purchasing channels for online shoppers to choose when they conduct online purchasing: (1) shopping in online stores, (2) bidding in online auctions, and (3) direct purchasing in online auctions. Each channel has its strengths and weaknesses, and suits different kinds of online shoppers. This article explores the relationships between online shoppers’ lifestyles and their preferences for online purchasing channels. Knowledge about online shoppers’ preferences for online purchasing channels helps online retailers place right products in the right channel for the right customers and consequently generate stable revenues. Major findings are: (1) the online shoppers with extravert lifestyle prefer online auctions, (2) the online shoppers with indulgent lifestyle prefer online stores, and (3) the online shoppers with shrewd lifestyle have a more balanced preference for all three purchasing channels. Theoretical and practical implications are discussed.

Date: 2010
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