How do bidders' organism reactions mediate auction stimuli and bidder loyalty in online auctions? The case of Taobao in China

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

10 Scopus Citations
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Author(s)

  • Xiling Cui
  • Vincent S. Lai
  • Paul Benjamin Lowry

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)609-624
Journal / PublicationInformation and Management
Volume53
Issue number5
Online published8 Feb 2016
Publication statusPublished - Jul 2016

Abstract

Currently, it is critical to nurture bidder loyalty in the highly competitive online auction business. This study investigated the mediating effect of consumer perceptions between technological/brand stimuli and bidder loyalty to an online auction website by applying the traditional and evolutionary stimulus organism-response models. We tested these models using 449 bidders from Taobao, an online auction service provider in China. Based on the results of covariance-based structural equation modelling, we showed that consumer perceptions fully mediate technological stimuli, but only partially mediate brand stimuli, and bidder loyalty. These results can be used to further improve the related research and practice.

Research Area(s)

  • S-O-R model, Evolutionary S-O-R model, Bidder loyalty, Online auctions, Organism, SWITCHING COSTS, INFORMATION-SYSTEMS, WEB SITE, NETWORK EXTERNALITIES, CONSUMER TRUST, INTRINSIC MOTIVATION, PURCHASE INTENTION, PRODUCT DIVERSITY, CUSTOMER LOYALTY, SOCIAL PRESENCE