Author: Shehryar, Omar

Source: Journal of Product and Brand Management, Volume 17, Number 5, 2008 , pp. 356-365(10)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - This paper aims to study how buyers' gender and risk proclivity, and the time remaining in an internet auction, influence whether buyers buy at fixed prices or bid. <B>Design/methodology/approach</B> - The study is based on a simulated internet auction. Participants choose between bidding in an auction and buying at a fixed price. Data are analyzed using a logistic regression model. The results from the laboratory study are validated with data from eBay.com. <B>Findings</B> - Female participants' odds of choosing the buy-it-now (BIN) option are higher than their odds of bidding in an auction (BID) when less time is remaining in an auction. Contrarily, for males, when less time is remaining, BID is preferred over BIN. Unexpectedly, when substantial time is remaining, males have greater odds of choosing BIN over BID except when they are high risk-seekers. Simulation results correspond closely with eBay data. <B>Practical implications</B> - The paper shows that not only do gender differences manifest themselves in ways that are to be expected, such as females being more risk-averse than males, but that competitiveness among males may lead to an uncharacteristic choice to buy at fixed prices if substantial time is remaining in an auction. Furthermore, the latent competitive nature of females is revealed by secondary research. Finally, the research validates laboratory results with field data to practice methodological triangulation. <B>Originality/value</B> - A comparison of determinants of bidding versus buying at fixed prices is missing from the extant literature. The present study fills this gap.

Keywords: Auctions; Gender; Internet shopping

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420810896112

Publication date: 2008-08-22

Related content

• In this: publication
• By this: publisher
• In this Subject: Business
• By this author: Shehryar, Omar

Website © Publishing Technology. Article copyright remains with the publisher, society or author(s) as specified within the article.

• Terms and conditions
• Privacy policy
• Information for advertisers