Key factors influencing Russian users’ decision to participate in online auctions

Abstract

The focus of the current research is on online auction platforms in Russia as one of the major e-commerce realms continuing to grow worldwide. Although extensive previous research in the field of online auctions provides a comprehensive theoretical background, no research has yet been conducted regarding the Russian market and its users, leading to a specific knowledge gap. This study seeks to unveil the factors influencing Russian users’ decisions to participate in online auctions by examining consumer attitude, willingness to participate in online auctions and willingness to conduct the transaction, including payment. Based on 5 identified factors, including knowledge of the e-commerce market, satisfaction and e-commerce trustworthiness as well as attention to quality and credibility indicators, different users’ profiles were built and compared. Moreover, county of origin (COO) effects are taken into consideration in respect to the online auction marketplace. The study encompasses three parts and incorporates both qualitative and quantitative (factor analysis, chi-square test and ANOVA tests) methods of analysis. The managerial implications and recommendations are formulated on the basis of the obtained results and can be used not only by the community of online auctions buyers and sellers but also by online auction platforms to strengthen their positions on the Russian market.