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Online auctions on the Internet have become popular. However, the communication techniques currently used in the online auction industry are primarily based on unicast technology. Unicast‐based online auctions suffer from unbearable delay of the communication between the auctioneer and bidders. Recently, multicast is changing the Internet environment, and is penetrating to the online auction field. This study describes a model for multicast‐based online auctions. The laboratory experiments demonstrate that the communication performance of multicast‐based online auctions is significantly better than that of traditional unicast‐based auctions.

Examines the phenomenon of online auctions. Begins by developing a theoretical base for understanding how online and in‐person auctions should differ in terms of consumer risk. Online auctions with seller reserve prices are compared to in‐person auctions without seller reserve prices using data from 60 paired sales of collectible figurines. Online auctions are found to exceed in‐person auctions in both mean initial bid prices and mean final sales prices.

The purpose of this study is to draw on expectancy disconfirmation theory (EDT) to explore e‐service quality and the factors influencing an individual's loyalty intention towards online auctions.

The authors conducted an empirical study and data were collected from a total of 619 bidders in online auctions. A structural equation modeling (SEM) is used to assess the relationships of the research model.

The findings show that e‐service quality dimensions including efficiency, privacy protection, contact, fulfillment, and responsiveness have statistically significant influences on buyer's disconfirmation. Besides, buyers' disconfirmation of online auctions is positively associated with their satisfaction, and their satisfaction is positively associated with loyalty intentions.

The auctioneer should focus on purchase efficiency and protect the buyer's privacy. The seller should actively make contact with the buyer, fulfill order delivery, and respond to problems. Thus, the performances of auctioneer and seller are the true reassurance to buyers.

This study, which aims to shed light on e‐service quality in online auctions, is the first study that has applied an EDT‐based model to investigate the determinants of buyer's loyalty intention in online auctions.

The aim of this study was to draw on the theory of planned behavior (TPB) and attempt to identify the factors influencing the customer decision to purchase via online auctions, focusing on how managers selling via online auctions can modify product positioning and promotion decisions in order to make their offerings more congruent with these factors.

The study employed a survey instrument to collect data from Yahoo!Kimo website consumers in Taiwan, obtaining 450 samples which were analyzed with structural equation modeling.

Attitude toward online auctions, perceived behavioral control and past related experiences significantly and positively influence the intention to purchase on online auctions, whereas subjective norm does not have such influence. Additionally, past related experiences have a positive effect on perceived behavioral control.

There has been a relative dearth of work on online auction customer behavior. By applying the TPB to online auction research, it was empirically supported that behavioral intention to purchase via online auctions is determined by attitude and perceived behavior control. Past related experiences were further integrated, discovering that they can strengthen perceived behavioral control.

Recommendations are put forward in order to help better align product positioning and promotion decisions in online auctions with customer attitudes, perceived behavioral control, and past related experiences. These constructs may also be capable of explaining employee actions in general managerial contexts, thus extending the contribution of the paper beyond the limited world of online auctions.

This study integrated online auctions, the theory of planned behavior and consumer decision‐making philosophies in order to develop and empirically test a theoretical framework of consumer decision making in online auctions.

The purpose of the paper is to explore the benefits of online reverse auctions for both buyers and suppliers in contrast to the negative implications for procurement process. This paper also aims to provide a framework for managers determining if participation in online reverse auctions is appropriate for their business.

Information was gathered from numerous sources including surveys from both buyers and suppliers in a multitude of industries in order to create a comprehensive analysis of benefits and shortcomings of online reverse auctions. Additional research could be pursued by conducting a detailed cost analysis of buyers who have adopted online reverse auctions. A thorough analysis of unit cost and total cost changes amongst various industries could provide benchmark data for companies contemplating entering the reverse auction arena.

The research analysis finds a strong temptation for buyers to participate in online reverse auctions: price reductions. However, buyers should approach online reverse auctions with caution as total cost savings can be misleading and participation may result in damaged relationships with suppliers. This can be seen in the results portrayed in the buyer and supplier industry survey which shows that buyers are more keen to participate in online reverse auctions in order to gain advantage of the lower prices and global potential of suppliers, whereas some buyers are keen on making a strong relationship with existing suppliers through direct contact.

Buyers' determination to use online reverse auctions relies on product specifications, supplier relationships, the current supply and demand environment, indirect costs, and several other factors which will vary for each product and for each buyer. Therefore, an all‐encompassing decision model cannot be presented to accommodate each scenario. However it can be seen that the industrial survey to the buyers and the suppliers has been an effective tool in bridging the gap between the decision model and the factors that vary between each buyer.

This paper provides managers a framework for determining if online reverse auctions are appropriate for their business. In practice, additional company specific information can be applied to the decision making model.

This paper includes a comprehensive decision framework specifically for buyers as well as an abbreviated decision model for suppliers.

The rapid growth of online auctions underscores the need to analyze the mechanism of online auctions and to establish a theoretical research framework based on the business models adopted by successful organizations. While the theoretical and empirical research bases for traditional auctions are well established, current understanding of online auctions is still very limited. A broad conceptual model is developed that can form the basis for future research in online auctions. A review of prior research and use systems theory and empirical analysis is presented to identify the potential antecedents to online auction success. Then dimensions of the input, process, and output factors are discussed to develop the conceptual model. The conceptual model provides an impetus and direction for future research into online auctions, taking advantage of existing tradition but also forming the basis for the development and testing of research hypotheses that will expand the frontiers of knowledge in online auctions.

The current study aims to systematically review the existing literature, identify the main determinants that impact individuals’ perceptions, attitude, intention and behavior and meta-analytically evaluate their respective strength. Moreover, this study examines the specific mechanism through which more distal factors, such as trust, risk, experience and enjoyment influence individuals’ decision in the context of online auction markets. Finally, the moderating effects of contextual and methodological factors that could potentially influence the relationships are explored. During the past two decades, a large number of empirical studies examined the factors that hinder or foster individuals’ initial and continued acceptance of online auction marketplaces.

Based on the effect sizes reported, 91 studies, including 95 independent samples (N = 36.788), the current study utilizes bivariate meta-analysis, meta-analytic structural equation modeling and weighted least squares regression moderator analysis to examine the nature of the identified relationships, the mechanisms through which they operate and the boundary conditions under which they do or do not hold.

The results show that trust and experience explain individuals’ initial usage intention, while risk and experience explain actual usage behavior, indicating that these variables are viable extensions to the technology acceptance model in the context of online auction marketplaces. The results also demonstrate that, once individuals participate in online auction markets, trust and enjoyment are important predictors of satisfaction, which, in turn, is the strongest determinant of loyalty intention. Furthermore, the results demonstrate that cultural context acts as moderator and, to some degree, explains the mixed empirical findings in prior research.

This study contributes to the existing literature by identifying the main determinants and their average direct and indirect effect on the individuals’ decisions in online auction marketplaces. The findings provide critical insights into the complex network of relationships which impact individuals’ perceptions, attitude, intention and behavior to initially and continuously use online auction marketplaces. Furthermore, the result contributes to the existing research by examining the effect of contextual and methodological boundary conditions – moderating factors that are difficult to test in primary studies.

The purpose of this paper is to analyze the effect of consumers’ shopping orientations and income on online auction patronage intentions.

The study collected data using a national sample of 3,000 online auction consumers over the age of 18, who had purchased from internet auction sites eBay, Yahoo, or Bargain Hunter in the previous six months and used structural equation modelling for data analysis.

The results suggest that consumers’ price consciousness shopping orientation, which increases shopping in online stores, decreases patronage intentions towards the online auction site. In addition, the findings indicate that consumers’ search orientation, convenience orientation and income level increase patronage intentions towards the online auction site.

The key theoretical and academic contribution of this study focuses on testing and integrating the shopping orientations literature in the more modern area of online auction retailing. Practitioners also benefit from the findings of the online auction customer motivations captured by this study.

Internet marketing is a field which is continuing to grow, and the online auction concept may be defining a totally new and unique distribution alternative. Very few studies have examined auction sellers and their Internet marketing strategies. This research examines the Internet auction phenomenon as it relates to the marketing mix of online auction sellers. The data in this study indicate that, while there is great diversity among businesses that utilize online auctions, distinct cost leadership and differentiation marketing strategies are both evident. These two approaches are further distinguished in terms of the Internet usage strategies employed by each group.

Online auctions have attracted emotional shoppers through exciting shopping processes such as searching and bidding. The recreational and emotional worth of online auction shopping forces auction retailers to develop tailored strategies for their consumers. To this end, this study aimed to classify online auction shoppers based on their emotional shopping motivations and examine the relations of demographics (i.e. age, gender, income, and education) and psychographics (i.e. impulsiveness, variety‐seeking tendency, price sensitivity, and risk‐consciousness) to online auction shopper groups.

The data were collected via an online questionnaire utilizing a pre‐recruited consumer panel that had experience of online auction shopping during the past 12 months. Existing measurement scales were adopted and tested for validity and reliability in the processes of academic expert review, expert debriefing, the pretest, and the main study. The measures consisted of consumer psychographics (i.e. impulsiveness, variety seeking, price consciousness, and risk consciousness), emotional shopping motivations (i.e. adventure and gratification), and demographic variables. The analyses of the study proceeded in two stages. First, a cluster analysis uncovered auction shopper segments that emerged from the two dimensions of emotional shopping motivation. Second, regression analyses determined the predictive powers of demographic and psychographic variables in discriminating auction shopper segments.

The findings suggested that there were distinct auction shopper segments based on adventure and gratification shopping motivations. Four cluster groups showed significant differences in demographic characteristics of age and gender, and psychographic characteristics of impulsiveness, variety‐seeking tendency, and price sensitivity. The regression results provided information on predictive powers of selected variables (i.e. age, gender, impulsiveness, variety‐seeking tendency, price sensitivity, and risk consciousness) for different segments.

This study identified four online auction shopper segments and their differences in demographic and psychographic characteristics.