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

Meng-Kuan Lai, Wann Yih Wu, Shu Mei Lin

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)319-324
Number of pages6
JournalAdvances in Consumer Research
Volume35
Publication statusPublished - 2008 Dec 1

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

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