Add to ORKGOnline auctions present unique characteristics in the consumer decision making process that raise new issues related to consumer shopping behaviors in auction-based purchases. The present research examined the relationship between hedonic shopping motivations and shopping values in online auctions and found that the hedonic shopping motivations are important predictors of shopping values in online auctions. This research also defined consumer characteristics that influence hedonic shopping motivations. Hedonic shopping motivations combined with consumer characteristics are critical factors of consumer shopping evaluation in the online auction environment. The results of this study also revealed that consumers’ shopping evaluation (i.e., sho...