Online Purchase

Influence of Seller Strategy on Winning Price in Online Auctions
January 1, 2009
This paper examines the impact of seller strategy on winning prices in online auctions. In our conceptual model, three strategic choices made by the seller – minimum opening price, auction length, and use of a hidden reserve price – are mediated by the number of bids placed during the auction and moderated by product type. Read More
Hedonic and utilitarian shopping goals: The online experience
April 1, 2008
Marketers offering Web-based shopping typically try to provide a convenient, safe, and pleasant online environment, appropriate to addressing shoppers’ functional goals. They might also try to create an experience that encourages more escapist elements of “flow”, a sense of deep involvement that is intrinsically enjoyable, because they assume that this enhanced experience leads to more Read More