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dc.contributor.authorMuthitacharoen, Achita
dc.contributor.authorTams, Stefan
dc.identifier.citationAchita (Mi) Muthitacharoen and Stefan Tams. 2016. The role of auction duration in bidder strategies and auction prices. International Journal Of Electronic Commerce, vol. 21:no. 1:pp 71-102en_US
dc.descriptionClick on the DOI link to access the article (may not be free),en_US
dc.descriptionWSU author: Ahita (MI) Muthitacharoen (; is a professor of management information systems (MIS) at Wichita State University. She received her Ph.D. in MIS at the University of Memphis. Her research interests lie in the area of online auctions, reverse logistics, user involvement, and technostress. Her work has appeared in International Journal of Electronic Commerce, Decision Sciences, Information and Management, IEEE Transactions on Engineering Management, Communications of the AIS, Communications of the ACM, and other leading journals.
dc.description.abstractIn online auction research, sellers' and buyers' strategies have been largely examined as separate research streams and their interdependencies have not been adequately explored. This deficiency is a serious limitation since an integrative approach could build the conceptual bridge necessary to provide sellers and buyers with a deeper understanding of how to achieve desired auction outcomes. Consequently, the present study integrates these two perspectives by proposing that the seller's auction duration strategy impacts the effectiveness of bidders' strategies in the forms of both winning likelihood and surplus extraction. We drew upon the concept of bidders' time costs and information asymmetry to build our hypotheses. Field data collected from eBay supported our model and demonstrated significant differences in bidders' winning likelihood and surpluses across auctions with shorter and longer durations. The results suggested that online bidders should pay closer attention to auction duration since it can affect their surpluses and odds of winning. For instance, opportunists or last-minute bidders can improve their odds of winning significantly if they choose to participate in seven-day auctions rather than in one-day auctions.en_US
dc.publisherRoutledge Journals, Taylor & Francis LTDen_US
dc.relation.ispartofseriesInternational Journal Of Electronic Commerce;v.21:no.1
dc.subjectAuction durationen_US
dc.subjectAuction winning likelihooden_US
dc.subjectBidder strategiesen_US
dc.subjectBidder surplusesen_US
dc.subjectCluster analysisen_US
dc.subjectOnline auctionsen_US
dc.subjectResearch Subject Categories::SOCIAL SCIENCES::Business and economics::Business studiesen_US
dc.titleThe role of auction duration in bidder strategies and auction pricesen_US

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