The Impact of eBay's Buy-It-Now Function on Bidder Behavior

Stephen S. Standifird · Matthew R. Roelofs · Yvonne Durham

59 citations0/0 files storedInternational Journal of Electronic Commerce

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Auction Theory and Applications Art History and Market Analysis Consumer Market Behavior and Pricing

Abstract

The impact of eBay's Buy-It-Now function on bidder behavior was investigated by conducting auctions of American Eagle silver dollars with and without the function. The study found that eBay buyers did not use the Buy-It-Now option even when Buy-It-Now prices were set below prevailing market prices. The entertainment, or "hedonic," benefit associated with eBay auctions may explain this somewhat counterintuitive finding. Firms engaging in e-commerce can take advantage of this phenomenon by structuring transactions to provide consumers with hedonic benefits.

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1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1994Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value 1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1987Electronic markets and electronic hierarchies 2000Frictionless Commerce? A Comparison of Internet and Conventional Retailers 1997Reducing Buyer Search Costs: Implications for Electronic Marketplaces 1994Service Quality: New Directions in Theory and Practice 2000A Benefit Congruency Framework of Sales Promotion Effectiveness

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2006Chapter 12 Online Auctions 2014Examining Hedonic and Utilitarian Bidding Motivations in Online Auctions: Impacts of Time Pressure and Competition 2008Bid or Buy? Individual Shopping Traits as Predictors of Strategic Exit in On-Line Auctions 2008The Playfulness of eBay and the Implications for Business as a Game-Maker 2007A comparison of the characteristics of eBay consumers and eBay nonconsumers

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