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How do online bidders differ from non-bidders?
Institution:1. Department of Human Anatomy, Medical University of Bialystok, Poland;2. Department of Haematology, Medical University of Bialystok, Poland;3. Department of Immunology, Medical University of Bialystok, Poland;4. Department of Pharmaceutical Technology, Medical University of Bialystok, Poland;1. Department of Chemistry, University of Johannesburg, P.O. Box 524, Auckland Park 2006, Johannesburg, South Africa;2. Department of Biochemistry, University of Johannesburg, P.O. Box 524, Auckland Park 2006, Johannesburg, South Africa;1. N. D. Zelinsky Institute of Organic Chemistry, Russian Academy of Sciences, 119991 Moscow, Russian Federation;2. A. N. Nesmeyanov Institute of Organoelement Compounds, Russian Academy of Sciences, 119991 Moscow, Russian Federation;1. American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates;2. Thompson Rivers University, Kamloops, British Columbia, Canada;1. Department of Biochemistry and Microbiology, Nelson Mandela University, South Africa;2. Centre for HRTEM, Nelson Mandela University, South Africa;3. Citrus Research International, South Africa;4. Department of Zoology and Entomology, Rhodes University, South Africa
Abstract:This study compares online bidders and non-bidders based on their demographic and psychographic characteristics. An online survey was developed to collect data using Zoomerang's online consumer panel. Findings show that online bidders have a lower level of risk aversion and a higher level of need for uniqueness and propensity to trust than nonbidders. Online bidders are also more likely to engage in variety-seeking and impulsive-buying behavior than non-bidders. Results indicate that online bidders are younger, more educated, and have a higher income level than non-bidders. This study also finds that gender and prior online shopping experience moderate the differences between online bidders and non-bidders. Theoretical and managerial implications are discussed.
Keywords:Online auctions  Online bidders  Need for uniqueness  Variety seeking  Impulsive buying  Demographics
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