This research aims to explore bidder behavioral conditionings and value creation when bidding in online auctions. The cost of commitment imposed by an auction mechanism is hypothesized to impact one’s willingness to pay, level of satisfaction with the transaction, and intention of using the auction mechanism in future online transactions. After reviewing auction mechanisms and behavioral economics, an experiment is proposed as the naturalistic setting of preference to study behavior in online auctions.
Mancha, Ruben, "Commitment Cost and Product Valuation in Online Auctions: An Experimental Research" (2009). AMCIS 2009 Doctoral Consortium. 9.