The Mediating Role of Gender in the Process of Purchasing in Online Buy-It-Now Auctions

• Autorzy: Jacek Cypryjański , Aleksandra Grzesiuk , Edyta Rudawska

Warianty tytułu

Wpływ płci na podejmowanie decyzji zakupu na aukcjach internetowych typu "kup teraz"

• Języki publikacji: EN

Abstrakty

EN

This paper examines gender differences of customer behaviour in online "buy-it-now" (BIN) auctions. The aim of the research was to assess whether there is a relation between customer experience and the choice of the type of BIN auction (highlighted vs. ordinary) with the use of such demographics like gender as well as the relation between gender and the selected characteristics of online auction. To achieve these goals a field (natural) experiment was chosen as the investigative empirical method. Our research used transactions data from the Allegro platform (the most powerful auction platform in Poland), from the retailer who is a professional online auction seller. We have found that there is a significant relation between gender and customer experience as well as the choice of the type of an auction. Our evidence suggests that males are more often prone to the effect of herd behaviour. Furthermore, it has been proved that gender does not mediate the influence of product description, retailer's credibility, the quality of product picture, the way auction title is written and costs of an offer on the purchasing process in online auctions. (author's abstract)

Niniejszy artykuł analizuje różnice w zachowaniach klientów na aukcjach internetowych typu "kup teraz", wynikające z odmienności płci. Celem badań była ocena związku pomiędzy doświadczeniem klienta a wyborem typu aukcji "kup teraz" (wyróżniona a zwykła) z wykorzystaniem zmiennej, jaką jest płeć, jak również ocena związku pomiędzy płcią a wybranymi cechami aukcji online. Do realizacji tych celów posłużono się metodą eksperymentu naturalnego. W badaniu wykorzystano dane dotyczące transakcji z platformy Allegro (najpopularniejszej platform aukcyjnej w Polsce), sprzedawcy detalicznego, który jest profesjonalnym sprzedawcą internetowym wykorzystującym aukcje. Stwierdzono, że istnieje istotny związek pomiędzy płcią a doświadczeniem klienta oraz wyborem typu aukcji. Nasze wyniki pokazują, że mężczyźni są bardziej podatni na efekt owczego pędu. Ponadto wykazaliśmy, że płeć nie różnicuje wpływu opisu produktu, wiarygodności sprzedawcy, jakości zdjęcia produktu, sposobu zapisu tytułu aukcji czy kosztów oferty na decyzje zakupowe na aukcjach internetowych. (abstrakt oryginalny)

Słowa kluczowe

EN

Internet auctions; Consumer behaviour; Gender; Research results

PL

Aukcje internetowe; Zachowania konsumenta; Płeć; Wyniki badań

• Czasopismo: Przegląd Organizacji
• Rocznik: 2019
• Numer: nr 6
• Strony: 44--51

Twórcy

autor

Jacek Cypryjański

• University of Szczecin

autor

Aleksandra Grzesiuk

• West Pomeranian University of Technology

autor

Edyta Rudawska

• University of Szczecin

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Identyfikatory

DOI

10.33141/po.2019.06.06