A Qualitative Approach For Conceptualizing Consumer Decision-Making in Online Auctions

Mengkuan Lai, National Cheng Kung University, Taiwan
Wann-Yih Wu, National Cheng Kung University, Taiwan
Shu-Mei Lin, National Cheng Kung University, Taiwan
This study adopts a qualitative approach for conceptualizing consumer decision-making in online auctions from the perspective of goal-directed behavior. The results of in-depth interviews indicate that consumers’ decision-making in online auctions is different from traditional purchases in which perceived risks and risk relievers are critical to decisions and behaviors. Moreover, different motives for using online auctions and subsequent decision-making, such as risk handling, are observed. Males tend to be task-oriented, thus focusing on uncertainty reduction, while females are more hedonic-orientated and emphasize loss minimization. Implications stemming from the results are discussed for strategic planning and further empirical research.
[ to cite ]:
Mengkuan Lai, Wann-Yih Wu, and Shu-Mei Lin (2008) ,"A Qualitative Approach For Conceptualizing Consumer Decision-Making in Online Auctions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 319-324.