How do online bidders differ from non-bidders?

Jianwei Hou and Kevin Elliott

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 1, 18-25

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.

Keywords: Online auctions; Online bidders; Need for uniqueness; Variety seeking; Impulsive buying; Demographics (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:1:p:18-25

DOI: 10.1016/j.jretconser.2013.10.001

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