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

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

研究成果: Article同行評審

5 引文 斯高帕斯(Scopus)

摘要

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.

原文English
頁(從 - 到)319-324
頁數6
期刊Advances in Consumer Research
35
出版狀態Published - 2008 十二月 1

All Science Journal Classification (ASJC) codes

  • 應用心理學
  • 經濟學與計量經濟學
  • 行銷

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