A comparison of the characteristics of eBay consumers and eBay nonconsumers — Gregory S. Black, Journal of Direct, Data and Digital Marketing Practice Vol. 9 No. 1

Understanding the variables that influence eBay auctions has received much interest from academic researchers. Most studies concentrate on the effects of auction characteristics on the success of eBay auctions. A few studies identify consumer demographics that help predict the likelihood of consumers participating in eBay auctions. To date, however, no study has attempted to identify consumer personality traits, values and attitudes that might help predict whether a consumer will participate in eBay purchasing. In this paper, the author examines a set of consumer demographics, values, attitudes and personality traits to assess these variables’ impact on eBay participation by consumers. Findings indicate that a consumer’s family size and consumption motivation have an impact on their participation in eBay; also that eBay consumers have different attitudes towards eBay than eBay non-consumers. (14 pages)

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