Name
Abstract | ||
|---|---|---|
Prior research on escalation in online auctions neglects the role of product involvement, despite the importance of involvement in shaping purchasing decisions. In this study, we develop and test a research model in which product involvement moderates the effects of two key escalation drivers-sunk cost and completion-on an individual's online bidding behavior. Results indicate that when product involvement is high, completion drives escalation behavior, but when product involvement is low, sunk cost drives escalation behavior. Consistent with prior work, the interaction of sunk cost and completion was a significant predictor of willingness to continue bidding. |
Year | DOI | Venue |
|---|---|---|
2019 | 10.1080/08874417.2017.1328648 | JOURNAL OF COMPUTER INFORMATION SYSTEMS |
Keywords | Field | DocType |
Completion,escalation,online auctions,product involvement,sunk cost | Sunk costs,Computer science,Microeconomics,Common value auction,Purchasing,Bidding,Marketing | Journal |
Volume | Issue | ISSN |
59.0 | 3.0 | 0887-4417 |
Citations | PageRank | References |
0 | 0.34 | 13 |
Authors | ||
2 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Sang Cheol Park | 1 | 154 | 10.39 |
| Mark Keil | 2 | 1338 | 106.52 |