The significant growth in online auction retailing forces auction retailers to develop more tailored strategies for their target consumer groups. To this end, this study identified auction consumer segments based on consumer characteristics (i.e., compulsive buying behaviour, impulse
buying behaviour, variety-seeking tendency, price sensitivity, and risk consciousness). By using multi-step cluster analysis, this study categorised respondents (N = 906) into four distinct segments: Impulse Buyers, Variety Seekers, Risk-Averse Economists, and Auction Lovers.
The identified segments were compared in terms of demographic characteristics and shopping behaviour (i.e., shopping value, preferences, intentions, and shopping expenditure). Based on the results, strategic implications for online auction retailers are discussed.