Journal of Marketing Management

Effects of Last-Minute Bidding Behavior and Seller Reputation on Online Auctions
Zhen Li

Abstract
The previous research findings about the effect of seller reputation on auction price are inconsistent. The purpose of this study is to investigate how this effect can be moderated by the last-minute bidding behavior. Multiple regression analysis is used to examine the moderator effect. Empirical results from eBay indicate that seller reputation has a significantly positive effect on auction price no matter whether the last-minute bidding behavior occurs or not. However, the occurrence of last-minute bidding would alleviate the impact of seller reputation on auction price. It indicates that, as seller reputation is increasing, the closing price is going up more quickly if the last-minute bidding behavior is controlled.

Full Text: PDF     DOI: 10.15640/jmm.v5n1a2