E-Auction: Acceptance and bidding strategies

Customer behavior is a multi-stage decision process in an e-auction in which each step is critical to achieve success in e-auctions. The first step is the potential customer's decision to adopt and use the e-auction system. It is important to understand the factors that affect the use of e-auction systems. Researchers have identified general reasons for the adoption of online auction such as a large variety of products, great price reductions, and without geographical limitations. The second step is the selection of the most appropriate bidding strategy. Bidders may have to embrace different bidding strategies during and at the end of the e-auction. In this chapter, bidding strategies applied to e-auctions are discussed. This chapter concludes with the possible future research areas related with customer behavior.