Abstract
The use and popularity of online auctions is exploding all over the world. Bidding strategies are important because they are related to an auction’s final price and ultimately its revenue. This study investigates the bidding strategies adopted by online bidders and the factors of the bidders, including bidding motivations, time availability, bidding experience, and risk aversion. We use the data from China to test the model and identify three bidding strategies in single-unit auctions: agent bidding, snipe bidding, and ratchet bidding. By running logistic regression, we find that hedonic motivations, utilitarian motivations, time availability, bidding experience, and risk preference all influence online bidding strategies. We also conduct pairwise comparisons of bidding strategies based on these factors and a simulation experiment to compare the benefits brought by different bidding strategies. We conclude by discussing the implications for both research and practice.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.