Foundations and Trends® in Marketing > Vol 4 > Issue 1

Internet Auctions

Ernan Haruvy, The University of Texas at Dallas, School of Management, USA, eharuvy@utdallas.edu Peter T. L. Popkowski Leszczyc, Department of Marketing Business Economics and Law, 4-20F School of Business, University of Alberta, ppopkows@ualberta.ca
 
Suggested Citation
Ernan Haruvy and Peter T. L. Popkowski Leszczyc (2010), "Internet Auctions", Foundations and TrendsĀ® in Marketing: Vol. 4: No. 1, pp 1-75. http://dx.doi.org/10.1561/1700000017

Published: 20 Mar 2010
© 2010 E. Haruvy and P. T. L. Popkowski Leszczyc
 
Subjects
Marketing Information Systems,  Industrial Organization,  Electronic markets, auctions and exchanges,  E-Commerce and E-Business Models
 
Keywords
M3 MarketingD03 Behavioral EconomicsD44 AuctionsC93 Field Experiments
Online auctionsInternet auctionsField experimentsConsumers behaviorMarketingConsumer behaviorExperimental economicsEconomic theoryPsychologyIndustrial organization
 

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In this article:
1 Introduction
2 Background
3 Topics
4 Conclusions
References

Abstract

Internet auctions are common in nearly all consumer categories. Hence, it is not surprising that a great deal of research has emerged on the topic in recent years. New design and format considerations and a wealth of available data from various platforms provide new questions and promising research opportunities for marketing researchers. This monograph begins with the introduction of the basic settings, concepts, and processes that are the building blocks of auction research. It then focuses on the transition from pre-Internet auction research to more recent topics. Special attention is given to research opportunities as well as to experimental methods that can provide both laboratory and field data to answer important questions. The survey reviews recent empirical and theoretical works on Internet auctions with a focus on Internet auction design, formats, and features that are currently debated in the marketing literature. Some of these issues are extensions of general auction topics, but the findings can be quite different in Internet environments. We touch on new design features that are particularly relevant to Internet auctions such as feedback ratings, buy-it-now options, and different closing rules. We also look at strategic and behavioral models that are shaping marketing research on Internet auctions. Particular emphasis is given to behaviors that are relevant in offine environments but take on new meanings and forms in Internet auction environments.

DOI:10.1561/1700000017
ISBN: 978-1-60198-332-9
84 pp. $65.00
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ISBN: 978-1-60198-333-6
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Table of contents:
1. Introduction
2. Background
3. Topics
3.1. Auction Duration
3.2. Buy It Now Price
3.3. Trust and Feedback Ratings
3.4. Shipping Costs
3.5. Search incentives
3.6. Competition between Auctions
3.7. Bundling and Complementarities
3.8. Closing Rules and Sniping
3.9. Open and Secret Reserve Price
3.10 Auction Dynamics
3.11 Charity Auctions
4. Conclusions
References

Internet Auctions

Internet Auctions begins with the introduction of the basic settings, concepts and processes that are the building blocks of auction research. It then focuses on the transition from pre-internet auction research to more recent topics. Special attention is given to research opportunities as well as to experimental methods that can provide both laboratory and field data to answer important questions. Internet Auctions reviews recent empirical and theoretical works on internet auctions with a focus on internet auction design, formats, and features that are currently debated in the marketing literature. Some of these issues are extensions of general auction topics, but the findings can be quite different in internet environments. This volume examines new design features that are particularly relevant to internet auctions such as feedback ratings, buy-it-now options, and different closing rules. The authors also look at strategic and behavioral models that are shaping marketing research on internet auctions. While much of this analysis is grounded in economics, there is less focus on economic theory and a greater focus on managerial questions.

 
MKT-017