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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
A Typology of Chinese Online Bidders
Author(s): Jianwei Hou
Citation: Jianwei Hou, (2012) "A Typology of Chinese Online Bidders," Vol. 6, Iss. 1, pp. 81 - 87
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This study classifies Chinese online bidders based on their bidding behavior (i.e., sequential bidding, late
bidding, multiple bidding, and willingness to pay). The findings demonstrate that Chinese online bidders
are indeed a heterogeneous group. Three distinct types of bidders were identified and named as
sequential early evaluators, sequential late participants, and simultaneous middle bidders. The profile of
each group was examined. Implications and future research were also discussed.
