Pricing strategies, the strength of bidding intentions, and online auction performance: a cross-cultural study.
Over the past decade, electronic markets based on the Internet, particularly online auctions, have become popular venues for conducting business. Previous studies often focused on the construction of the best bidding model, while few studies have tried to integrate multiple pricing strategies to predict the probability of closing an auction and the price premium. This study constructs a mediated model to examine the relationship among pricing strategies, the strength of bidding intentions, and online auction performance. The sample consists of 1,055 auctions of iPod MP3 players from eBay Web sites in Hong Kong, Singapore, Belgium, and France. Empirical results show that the pricing strategies directly influence both the probability of closing an auction and the level of price premium. The pricing strategies also indirectly influence the price premium through the mediating effect of the strength of bidding intentions.
Peng
Yu-Shu
YS
Department of International Business, National Dong Hwa University, Hualien County, Taiwan. yspeng@mail.ndhu.edu.tw
Jan
Lih-Tsyr
LT
D001530:Belgium; D003132:Commerce; D003163:Competitive Behavior; D003164:Competitive Bidding; D003365:Costs and Cost Analysis; D003431:Cross-Cultural Comparison; D005602:France; D006723:Hong Kong; D006801:Humans; D033182:Intention; D020407:Internet / Q000191:economics*; D040541:Marketing; D018803:Models, Economic; D012846:Singapore