Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumer’s Willingness to Pay in Online Auctions
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2017-01-04
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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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Anthropomorphism, auditory manipulation, online auction, visual manipulation, willingness to pay
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10 pages
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Proceedings of the 50th Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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