TY - JOUR
T1 - Shopping value in online auctions
T2 - Their antecedents and outcomes
AU - Lee, Min Young
AU - Kim, Youn Kyung
AU - Fairhurst, Ann
PY - 2009/1
Y1 - 2009/1
N2 - Online auctions present unique characteristics in the consumer decision-making process that raise new issues related to consumer shopping behaviors in auction-based purchases. The present research examined the relationship between consumer characteristics (i.e., compulsive buying behavior, variety-seeking tendency, and price sensitivity) and shopping value (i.e., utilitarian and hedonic) in online auctions and found that both compulsive buying behavior and variety-seeking tendency are critical factors of shopping value in the online auction environment. There were no positive relationships between price sensitivity and shopping value. The results of this study also revealed that consumers' shopping value positively influenced their preference, which, in turn, formed behavioral intentions in online auctions. While utilitarian value was found to be a significant predictor of behavioral intentions, hedonic value was not. However, hedonic value influenced intentions indirectly through preference.
AB - Online auctions present unique characteristics in the consumer decision-making process that raise new issues related to consumer shopping behaviors in auction-based purchases. The present research examined the relationship between consumer characteristics (i.e., compulsive buying behavior, variety-seeking tendency, and price sensitivity) and shopping value (i.e., utilitarian and hedonic) in online auctions and found that both compulsive buying behavior and variety-seeking tendency are critical factors of shopping value in the online auction environment. There were no positive relationships between price sensitivity and shopping value. The results of this study also revealed that consumers' shopping value positively influenced their preference, which, in turn, formed behavioral intentions in online auctions. While utilitarian value was found to be a significant predictor of behavioral intentions, hedonic value was not. However, hedonic value influenced intentions indirectly through preference.
KW - Consumer characteristics
KW - Online auctions
KW - Shopping value
UR - http://www.scopus.com/inward/record.url?scp=57749207923&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=57749207923&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2008.11.003
DO - 10.1016/j.jretconser.2008.11.003
M3 - Article
AN - SCOPUS:57749207923
SN - 0969-6989
VL - 16
SP - 75
EP - 82
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 1
ER -