Repeated use of online auctions: investigating individual seller motivations

Online auctions, connecting sellers and buyers on the Internet, are a specific type of eMarketplaces. eMarketplaces rely on repeat business in order to build scale, yet little is known about the drivers of repeated use by sellers. Based on an empirical investigation of individual, private sellers, this paper identifies the determinants of their repeated use of online auctions. It demonstrates that repeated use is driven by expectancy concerning performance and effort and by the facilitating conditions provided by auction sites. However, repeated use of online auctions is neither directly motivated by social influences, nor is it moderated by sellers’ demographics