An examination of factors affecting bidders’ choice in electronic auctions

The increment of number of services provided in World Wide Web lately drives more and more consumers to e-commerce. During the last years and due to the vast increase of e-stores (B2C), electronic marketplaces and electronic auction sites became more popular. Many researchers examined how buyers interact with the auction facts and sellers during the procedure. Questions such as ldquohow do millions of users decide about their e-biddingrdquo and ldquowhat are the factors affecting them and what is their order of importancerdquo are amongst the most significant ones in current research. In this paper these factors are initially located using auction literature and eBay interface as well as expanded with the addition of a new factor (communication with seller). Their weights derive from the statistical analysis of the answers given in a questionnaire that was filled electronically by eBay users during the period of February - March 2007.