Decision Sciences
8 years ago

Uncertainty in online auctions impacts bids, enjoyment, and customer loyalty.

1 view
Americas Conference on Information Systems
What brings customers back to an online auction? The effect of uncertainty, bids, and enjoyment
Rubén Mancha, Mark T. Leung

Paper Summary

Online auctions are popular for shopping, but uncertainty plays a big role in how customers behave. A study with 263 people found that uncertainty affects how much customers enjoy the auction and how much they bid. It also influences whether they will come back for more auctions in the future. This research suggests that online auction sites can keep customers happy and coming back by reducing uncertainty.

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