Active bidders versus smart bidders: Do participation intensity and shopping goals affect the winner’s joy in online bidding?

PurposeThe purpose of this paper is to contrast two lay theories of how consumers draw affective inferences about their online bidding experiences. The active-bidder theory (smart-bidder theory) predicts that after winning a bid, highly (minimally) participative bidders would be more satisfied than...

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Veröffentlicht in:	European journal of marketing 2019-04, Vol.53 (4), p.585-606
Hauptverfasser:	Kim, Kacy K., Gravier, Michael J., Yoon, Sukki, Oh, Sangdo
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Bids Brand loyalty Consumers Costs Digital cameras Efficiency Experiments Heuristic Hypotheses Participation Shopping
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