An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory

Extant literature in decision theory suggests that online auction buyers depend on signals for mitigating uncertainty that influence bidder behavior at multiple points. However, the depth and breadth of the use of signals has only been partially explored. Using data from 242 online auction users, we...

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Autores principales:	Drake,John R, Hall,Dianne J, Cegielski,Casey, Byrd,Terry Anthony
Lenguaje:	English
Publicado:	Universidad de Talca 2015
Materias:	Signal theory Ethics Uncertainty Decision theory Contractarianism Objectivism
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000100004
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spelling	oai:scielo:S0718-187620150001000042018-10-12An Exploratory Look at Early Online Auction Decisions: Extending Signal TheoryDrake,John RHall,Dianne JCegielski,CaseyByrd,Terry Anthony Signal theory Ethics Uncertainty Decision theory Contractarianism Objectivism Extant literature in decision theory suggests that online auction buyers depend on signals for mitigating uncertainty that influence bidder behavior at multiple points. However, the depth and breadth of the use of signals has only been partially explored. Using data from 242 online auction users, we show that eight emergent factors influence decisions of auction selection and initial bid in different ways. We further find that two ethical perspectives impact the evaluation of seller uncertainty in unique ways, although neither perspective predominates within our sample. These results enable sellers and online auction marketplaces to better design and implement auction systems that provide signals that buyers most desire.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.10 n.1 20152015-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000100004en10.4067/S0718-18762015000100004
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Signal theory Ethics Uncertainty Decision theory Contractarianism Objectivism
spellingShingle	Signal theory Ethics Uncertainty Decision theory Contractarianism Objectivism Drake,John R Hall,Dianne J Cegielski,Casey Byrd,Terry Anthony An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
description	Extant literature in decision theory suggests that online auction buyers depend on signals for mitigating uncertainty that influence bidder behavior at multiple points. However, the depth and breadth of the use of signals has only been partially explored. Using data from 242 online auction users, we show that eight emergent factors influence decisions of auction selection and initial bid in different ways. We further find that two ethical perspectives impact the evaluation of seller uncertainty in unique ways, although neither perspective predominates within our sample. These results enable sellers and online auction marketplaces to better design and implement auction systems that provide signals that buyers most desire.
author	Drake,John R Hall,Dianne J Cegielski,Casey Byrd,Terry Anthony
author_facet	Drake,John R Hall,Dianne J Cegielski,Casey Byrd,Terry Anthony
author_sort	Drake,John R
title	An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
title_short	An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
title_full	An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
title_fullStr	An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
title_full_unstemmed	An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory
title_sort	exploratory look at early online auction decisions: extending signal theory
publisher	Universidad de Talca
publishDate	2015
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762015000100004
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An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory

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