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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
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Article

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

by
John R. Drake
1,
Dianne J. Hall
2,
Casey Cegielski
2 and
Terry Anthony Byrd
2
1
East Carolina University, Department of Management Information Systems, Greenville, NC, USA
2
Auburn University, Department of Information Systems and Supply Chain Management, Auburn, AL, USA
J. Theor. Appl. Electron. Commer. Res. 2015, 10(1), 35-48; https://doi.org/10.4067/S0718-18762015000100004
Submission received: 3 July 2013 / Accepted: 2 January 2014 / Published: 1 January 2015
Versions Notes

Abstract

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.
Keywords: Online auctions; Signal theory; Ethics; Uncertainty; Decision theory; Contractarianism; Objectivism Online auctions; Signal theory; Ethics; Uncertainty; Decision theory; Contractarianism; Objectivism

Share and Cite

MDPI and ACS Style

Drake, J.R.; Hall, D.J.; Cegielski, C.; Byrd, T.A. An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory. J. Theor. Appl. Electron. Commer. Res. 2015, 10, 35-48. https://doi.org/10.4067/S0718-18762015000100004

AMA Style

Drake JR, Hall DJ, Cegielski C, Byrd TA. An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory. Journal of Theoretical and Applied Electronic Commerce Research. 2015; 10(1):35-48. https://doi.org/10.4067/S0718-18762015000100004

Chicago/Turabian Style

Drake, John R., Dianne J. Hall, Casey Cegielski, and Terry Anthony Byrd. 2015. "An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory" Journal of Theoretical and Applied Electronic Commerce Research 10, no. 1: 35-48. https://doi.org/10.4067/S0718-18762015000100004

APA Style

Drake, J. R., Hall, D. J., Cegielski, C., & Byrd, T. A. (2015). An Exploratory Look at Early Online Auction Decisions: Extending Signal Theory. Journal of Theoretical and Applied Electronic Commerce Research, 10(1), 35-48. https://doi.org/10.4067/S0718-18762015000100004

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