Shopping orientations and patronage preferences for internet auctions
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 6 May 2014
Abstract
Purpose
The purpose of this paper is to analyze the effect of consumers’ shopping orientations and income on online auction patronage intentions.
Design/methodology/approach
The study collected data using a national sample of 3,000 online auction consumers over the age of 18, who had purchased from internet auction sites eBay, Yahoo, or Bargain Hunter in the previous six months and used structural equation modelling for data analysis.
Findings
The results suggest that consumers’ price consciousness shopping orientation, which increases shopping in online stores, decreases patronage intentions towards the online auction site. In addition, the findings indicate that consumers’ search orientation, convenience orientation and income level increase patronage intentions towards the online auction site.
Originality/value
The key theoretical and academic contribution of this study focuses on testing and integrating the shopping orientations literature in the more modern area of online auction retailing. Practitioners also benefit from the findings of the online auction customer motivations captured by this study.
Keywords
Citation
Korgaonkar, P., Petrescu, M. and Becerra, E. (2014), "Shopping orientations and patronage preferences for internet auctions", International Journal of Retail & Distribution Management, Vol. 42 No. 5, pp. 352-368. https://doi.org/10.1108/IJRDM-03-2012-0022
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited