Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10438983 | Journal of Retailing | 2005 | 11 Pages |
Abstract
We examine the effects of starting bids on seller earnings in online consumer-to-consumer auctions. As starting bids increase, and the number of bidders increase, seller earnings increase. Both the affiliated private value model and a reference price explanation explain seller earnings. Bidder price fairness perceptions are also evaluated and, higher starting bids positively impact price fairness perceptions for winning bidders but have an adverse effect on losing bidders. In total, these findings suggest that sellers receive greater earnings as well as no adverse price fairness perceptions from winning bidders by setting starting bids higher.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
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Authors
Tracy A. Suter, David M. Hardesty,