Measuring the Influence of Involvement and Other Contextual Variables on Interest and Selling Price in Online Auctions

The purpose of this paper is to propose and develop a conceptual model of the determinants of online auction interest and final selling price. Using an innovative quasi-experiment methodology, data was gathered by observing 431 real online auction site transactions, over the four product categories of DVD movies, Books, Computers and Cars, reflecting high versus low personal involvement. Key findings suggest that seller reputation is important for high involvement goods and impacts on the final selling price, as does the starting price for low involvement goods. In addition, there appears to be a direct correlation between the number of bids and the level of interest in the auction for all product categories examined in this study. Using real-world transactions on a large online auction site, these findings provide some empirical evidence about the influence of selected auction characteristics on the auction’s final outcome. Finally, the study examines the contrasts between traditional in-person auction theory and the rapidly growing online auction market. Managerial implications and directions for future research are also presented.


Justine Brown, Peter Rhodes, and David Fortin (2006) ,"Measuring the Influence of Involvement and Other Contextual Variables on Interest and Selling Price in Online Auctions", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 163-166.


Justine Brown, Christchurch College of Education, New Zealand
Peter Rhodes, University of Canterbury, New Zealand
David Fortin, University of Canterbury, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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