Approach and avoidance motivations in online auctions
by Eugene Sivadas, John Kim, Terence L. Holmes, Frank R. Kardes
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 3, No. 4, 2006

Abstract: This study examines, in an experimental setting, influencers of consumer bidding behaviour. We suggest that potential bidders are faced with two conflicting goals, i.e., approach and avoidance motives, and these conflicting motives may influence online bidding behaviour. Responses of 130 (n = 130) subjects to a total of 1300 auctions (ten auctions per subject) indicate that starting bid and current bid amounts influenced the approach motive. Consequently, subjects gravitated towards items with low starting bid and low current bids. Furthermore, the results suggest that high priced items and negative sellers' reputation led to an avoidance motive, and subjects were less likely to bid on such items.

Online publication date: Thu, 08-Mar-2007

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