Authors: Jianwei Hou, Cesar Rego
Addresses: Department of Marketing and International Business, Minnesota State University, Mankato, MN 56001, USA. ' Department of MIS and POM, School of Business Administration, University of Mississippi, Oxford, MS 38677, USA
Abstract: In traditional auctions, it is often assumed that bidders are a homogenous group. However, since most online bidders are average consumers instead of professional bidders, we suspect that online bidders are a heterogeneous group. The purpose of this paper is to explore the types of online bidders based on their real bidding behaviour in the context of consumer-to-consumer online auction market. A cluster analysis is employed and four types of online bidders are finally identified in a private value auction, namely, goal-driven bidders, experiential bidders, focused bidders, and opportunistic bidders. The profile and performance of each group are also discussed.
Keywords: C2C online auctions; bidding behaviour; online bidder classification; cluster analysis; private value auction; online bidders; eBay; internet marketing; internet retailing; electronic marketing; electronic retailing; etailing; online retailing; online marketing; online bidders.
International Journal of Electronic Marketing and Retailing, 2007 Vol.1 No.4, pp.322 - 338
Published online: 12 Aug 2007 *Full-text access for editors Access for subscribers Purchase this article Comment on this article