Consumer bidding behavior on Internet auction sites

On-line auction sites like eBay are very popular but have not been thoroughly researched, particularly with respect to bidding behavior and the reasons why consumers use auction sites. Drawing upon three different disciplines, this paper shows that propensity to bid in on-line auctions is influenced by acceptance of technology, involvement with auctions, and affinity for computers. In light of this, managers should make auction sites simple and accessible, develop and encourage involvement with their sites, and recognize that individuals who have a high affinity for computers and readily accept technology comprise a lucrative target market.