A qualitative approach for conceptualizing consumer decision-making in online auctions

This study adopts a qualitative approach for conceptualizing consumer decision-making in online auctions from the perspective of goal-directed behavior. The results of in-depth interviews indicate that consumers' decision-making in online auctions is different from traditional purchases in which perceived risks and risk relievers are critical to decisions and behaviors. Moreover, different motives for using online auctions and subsequent decision-making, such as risk handling, are observed. Males tend to be task-oriented, thus focusing on uncertainty reduction, while females are more hedonicorientated and emphasize loss minimization. Implications and limitations stemming from the results are discussed for strategic planning and further empirical research.