The Moderating Effects of Product Involvement on Escalation Behavior

被引：10

作者：

Park, Sang Cheol ^{[1
]}

Keil, Mark ^{[2
]}

机构：

[1] Daegu Univ, Gyongsan, South Korea

[2] Georgia State Univ, Atlanta, GA 30303 USA

来源：

JOURNAL OF COMPUTER INFORMATION SYSTEMS | 2019年 / 59卷 / 03期

关键词：

Completion; escalation; online auctions; product involvement; sunk cost; PROJECT COMPLETION; COMPETITIVE AROUSAL; ONLINE AUCTIONS; C2C AUCTIONS; SUNK COSTS; COMMITMENT; DECISION; IDENTIFICATION; INFORMATION; PSYCHOLOGY;

D O I：

10.1080/08874417.2017.1328648

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

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.

引用

页码：218 / 232

页数：15

共 58 条

[1] Excitement Up! Price Down! Measuring Emotions in Dutch Auctions [J].