Online bidding strategy is one of the most discussed topics in online auction research. This research aims to empirically confirm online bidding strategies in single-unit auctions and evaluate these strategies in the context of auction winning outcome, final price evaluation, and perceived enjoyment. Both objective and subjective data of online single-unit auctions were collected to validate our postulated hypotheses. Our findings suggest that there are three basic bidding strategies in single-unit auctions and they indeed have different impacts on auction biddings.
Cui, Xiling and Lai, Vincent S., "An Empirical Investigation of Bidding Strategies and Their Effects on Online Single-Unit Auctions" (2009). ICEB 2009 Proceedings (Macau, SAR China). 14.