인터넷 경매에서, 외재적 단서가 소비자의 입찰의도에 미치는 영향

Study on external clues which make consumers bid through internet auction

The purpose of this study is to verify how internet auction companies can enhance the intention of bidding to participate in auction. This study, therefore, shows how the price satisfaction by the numbers of bidders and the price in real time affects the intention of bidding. The result for the intention of bidding by the number of bidders shows experts who have much prior knowledge of auction product are not affected by the number of bidders. However, it was significant that beginners who have less prior knowledge of auction product are affected by the number of bidders. Consumers who highly perceives the satisfaction for the price in real time have significant intention to bid in auction. When the external reference price is higher than the price in real time, the price satisfaction to affect the intention of bidding is greater than when the external reference price is not shown.