Author:
Sang Cheol Park
Affiliation:
Daegu University, Korea, Republic of
Keyword(s):
Two Thinking Systems, Escalation of Commitment, Cognitive Absorption, Online Auction.
Related
Ontology
Subjects/Areas/Topics:
B2B, B2C and C2C
;
Communication and Software Technologies and Architectures
;
e-Business
;
e-Business and e-Commerce
;
Enterprise Information Systems
;
Society, e-Business and e-Government
;
Software Agents and Internet Computing
;
Web Information Systems and Technologies
Abstract:
With regard to dealing with an individual decision processing approach, little empirical work has been
conducted to explain bidders’ behavior by adopting two thinking systems processes, such as the controlled
and uncontrolled thinking systems. Therefore, this research attempts to address the two thinking system
architecture of an individual’s decision in online bidding context. By constructing our research model from
the perspective of two thinking systems, this study can provide an alternative theoretical lens by which
online bidders may be viewed, thus bolstering our current understanding as to how willingness to continue
bidding is driven.