Correspondence: Gregory S. Black, Department of Management and Marketing, College of Business, Texas A&M University — Corpus Christi, 6300 Ocean Drive, Corpus Christi, Texas 78412, USA. Tel: +1 361 825 3619; Fax: +1 361 825 3617; E-mail: gblack@cob.tamucc.edu

¹is a tenured Associate Professor of Marketing at Texas A&M University — Corpus Christi. He received his PhD in marketing from Washington State University in 1996, his MBA from Brigham Young University in 1986 and his BA in International Relations and the Korean Language from Brigham Young University in 1984. His research interests include consumer behaviour, marketing strategy, international marketing and business education.

Received 24 January 2007.

Abstract

Understanding the various variables that influence the success of eBay auctions has recently 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 may help predict whether or not a consumer will participate in eBay purchasing. This study 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 this study finds that eBay consumers have a more positive attitude towards eBay than do eBay nonconsumers.