Reynolds, Kristy E.; Gilkeson, James H.; Niedrich, Ronald W. - In: Journal of Business Research 62 (2009) 1, pp. 22-30
This paper examines the impact of seller strategy on winning prices in online auctions. In our conceptual model, three strategic choices made by the seller - minimum opening price, auction length, and use of a hidden reserve price - are mediated by the number of bids placed during the auction...