How do online bidders differ from non-bidders?

• Online bidders have a higher level of need for uniqueness and propensity to trust than non-bidders.
• Online bidders are more likely to engage in variety seeking and impulsive buying behavior than non-bidders.
• Online bidders have a lower level of risk aversion than non-bidders.
• Individual differences such as gender and prior online shopping experience can serve as moderators.
• Online bidders are younger, more educated, and have a higher income level than non-bidders.

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.