Determinants of elapsed time to switch between auctions: Findings from a hazard function model with unobserved heterogeneity

Abstract

Purpose

Online auctions, which have become an important aspect of online sales, are generally regarded as stand‐alone events. However, in contrast to offline auctions, online auctions can be subject to the presence of simultaneous competing auctions. The purpose of this study is to model and estimate determinants of elapsed time to switch across concurrent auctions, with special attention to unobserved heterogeneity among bidders.

Design/methodology/approach

Since auctions are dynamic and since the current winning bid progresses over time, the authors study time dependency over the course of an auction with hazard function models. To account for unobserved heterogeneity, the paper uses a latent class approach, which identifies bidder segments based on both observed and unobserved factors.

Findings

The findings show significant heterogeneity across bidders, revealed by their varying degrees of propensity to switch across auctions. The three segments of bidders are The Inerts – about 30 percent, The Switchers – less than 10 percent, and The In‐Betweens. According to the findings, bidders can induce other bidders to switch to a concurrent auction by responding quickly to the current high bid. Moreover, the paper finds a surprisingly high degree of inertia and reluctance to switch towards the end of the auction when bidding is most critical.

Originality/value

To the authors' knowledge, this study is the first to model elapsed time to switch from one auction to a simultaneous auction for an identical product, and to investigate determinants of the time required to switch, with special attention to unobserved heterogeneity across bidders.

Citation

Gönül, F.F. and Popkowski Leszczyc, P.T.L. (2012), "Determinants of elapsed time to switch between auctions: Findings from a hazard function model with unobserved heterogeneity", Journal of Research in Interactive Marketing, Vol. 6 No. 2, pp. 96-109. https://doi.org/10.1108/17505931211265417