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Profiling Online Bidders

Online auctions have been growing dramatically during recent years. Although past theoretical and practical knowledge provide valuable insights into this phenomenon, there is still a lack of understanding regarding some fundamental issues. In particular, what types of consumers participate in online auctions? What motivates individuals to participate in online auctions? Where and how do individuals participate in online auctions? Based on a sample of 2,022 online bidders, this study is able to examine their demographic profile, assess motivations behind their participation in online auctions, and investigate their bidding behavior. Theoretical and managerial implications are discussed.