A classification of online bidders in a private value auction: evidence from eBay. (13th August 2007)

• Record Type: Journal Article
• Authors: Hou, Jianwei; Rego, Cesar
• Is Part Of: International journal of electronic marketing and retailing. Volume 1:Number 4(2007)
• Page Start: 322
• Page End: 338
• Publication Date: 2007-08-13
• Subjects: C2C online auctions -- bidding behaviour -- online bidder classification -- cluster analysis -- private value auction -- online bidders -- eBay -- internet marketing -- internet retailing -- electronic marketing -- electronic retailing -- etailing -- online retailing -- online marketing -- online bidders; Telemarketing -- Periodicals; Internet marketing -- Periodicals; Electronic commerce -- Periodicals; 658.872
• Languages: English
• ISSNs: 1741-1025

Abstract

In traditional auctions, it is often assumed that bidders are a homogenous group. However, since most online bidders are average consumers instead of professional bidders, we suspect that online bidders are a heterogeneous group. The purpose of this paper is to explore the types of online bidders based on their real bidding behaviour in the context of consumer-to-consumer online auction market. A cluster analysis is employed and four types of online bidders are finally identified in a private value auction, namely, goal-driven bidders, experiential bidders, focused bidders, and opportunistic bidders. The profile and performance of each group are also discussed.