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oaioai:scholarspace.manoa.hawaii.edu:10125/41215

Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumer’s Willingness to Pay in Online Auctions

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Publication date
4 January 2017
Publisher
Doi

    Abstract

    Most research examining individuals’ bidding behavior in online auctions has used the lens of a rational decision making process. However, bidding behavior is also influenced by non-rational factors. Anthropomorphism, attributing human characteristics to a non-human object, has been studied in many disciplines, but has not been investigated in online auctions. This study aims to identify whether auditory and visual design factors for a non-human product would induce anthropomorphism and impact individuals' bidding decision. Results show that visual design induces individuals’ anthropomorphism and also impacts bidding decisions

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    Last time updated on 19/02/2017

    This paper was published in ScholarSpace at University of Hawai'i at Manoa.

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