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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/111646


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    题名: The effects of hedonic and utilitarian bidding values on e-auction behavior
    作者: Bei, Lien-Ti;Chen, Ming-Yi
    別蓮蒂
    贡献者: 企管系
    关键词: Hedonic bidding value;Utilitarian bidding value;e-Auction behavior
    日期: 2015-12
    上传时间: 2017-08-07 17:39:00 (UTC+8)
    摘要: This study focuses on how hedonic versus utilitarian bidding values affect bidding behavior in e-auctions. The bidding behavioral data was collected through a quasi-experimental design on an authentic e-auction website. The results, derived from 121 participants, showed that bidders with high utilitarian bidding values were more likely to win bids than those with high hedonic bidding values. In addition, bidders with high utilitarian bidding values were more likely to offer a higher final bid than those with high hedonic bidding values because they estimated a higher reasonable price for the item. Finally, bidders with high hedonic bidding values were more likely to use a manual bidding approach, whereas those with high utilitarian bidding values were more likely to use an automatic bidding approach. © 2015, Springer Science+Business Media New York.
    關聯: Electronic Commerce Research, 15(4), 483-507
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1007/s10660-015-9197-0
    DOI: 10.1007/s10660-015-9197-0
    显示于类别:[企業管理學系] 期刊論文

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