The Rugby Player and the Handbag: Extending a Model of the Factors of Influence in Online Auctions

Research into the determinants of online auction prices has tended to group them into buyer factors, seller factors and site factors. A case is presented which records how a $30 handbag was sold for $ 22,750 in an online auction shortly after a national sport final. Analysis of the case indicates additional factors which can exert a considerable influence on the final auction price. A model is proposed which depicts five groups of factors impacting the final price: buyer factors, seller factors, site factors which are expanded to include timing of the “action”, and site brand strength; product factors which include product features, brand strength, and brand extension/association; and promotion, which includes media publicity. While not all factors will impact on every auction, due consideration should be accorded each of them. DOI: 10.4018/jebr.2009040602 IGI PUBLISHING This paper appears in the publication, International Journal of E-Business Research, Volume 5, Issue 4 edited by In Lee © 2009, IGI Global 701 E. Chocolate Avenue, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.igi-global.com ITJ 5322 International Journal of E-Business Research, 5(4), 22-38, October-December 2009 23 Copyright © 2009, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. online auctions—factors illustrated in the case of the rugby player and the handbag.