Online bidding is gradually becoming a popular shopping behavior among modern consumers. The combination of traditional auctions and Web technology has drawn substantial research interest. Bidder behavior in online auctions, including online bidding strategies, has been a focus of scholars. Previous studies have discovered and described different bidding strategies in online auctions. However, there is a dearth of research that examines the determinants of bidding strategies using theoretical frameworks and multiple data types. Hence, online bidding behavior requires further investigation. / This study aims to fill the research gap by systematically exploring the factors that influence bidding strategies. It summarizes previous literature on bidding strategies and proposes an integrated model derived from behavioral decision theories, motivational theories, and literature on online auctions. The proposed determinants of bidding strategies and their effects are validated empirically using both subjective and objective data. Results confirm the validity of the proposed integrated model. Three bidding strategies-ratchet bidding, agent bidding, and snipe bidding-are identified in online single-unit auctions. These strategies are influenced by determinants such as starting price, bid increment, perceived utility, network effect, bidding agent effectiveness, bidding experience, risk preference, time availability, and utilitarian motivation. / Cui, Xiling. / Advisers: Xiande Zhao; Siu King Vincent Lai. / Source: Dissertation Abstracts International, Volume: 73-03, Section: A, page: . / Thesis (Ph.D.)--Chinese University of Hong Kong, 2010. / Includes bibliographical references (leaves 131-140). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. [Ann Arbor, MI] : ProQuest Information and Learning, [201-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstract also in Chinese; appenidx B in Chinese.
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_344926 |
| Date | January 2010 |
| Contributors | Cui, Xiling., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese, Chinese |
| Detected Language | English |
| Type | Text, theses |
| Format | electronic resource, microform, microfiche, 1 online resource (ix, 148 leaves : ill.) |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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