Seminar on "The impact of culture on buy-it-now auction: A tale of two approaches"


Speaker: Dr Kevin Ho, Associate Professor, School of Business and Public Administration, University of Guam


Date: 26 July 2013

Time: 2:30p.m.

Venue: Room CF401


In this paper, we perform two empirical analyses on the impact of culture on Buy-It-Now (BIN) auction operated in eBay. In the first analysis, we explore whether country cluster approach proposed by Ronen and Shenkar (1985) can be used to examine the impact of culture on the level of use of BIN auction by a B2C E-commerce seller. Our results show that the level of use of BIN auction depends on culture and product type. In the second analysis, we investigate the moderating effect of culture on the impact of product type on the level of use of BIN auction by a seller. We discover the significant moderating effect of culture. Our results provide valuable insights for electronic marketplaces and B2C E-commerce vendors who would like to explore the overseas markets through electronic marketplaces.


Enquiries: Dr Eric See-To (Email:; Tel: 3400 3002)