8/9/2019 Recenzie Strategic Marketing
1/3
Voicu Bogdan Alexandru Facultatea de Administratie si
Afaceri
Marketing gr.304 Universitatea Bucuresti
Recenzie Marketingul erviciilor
!nternational "ournal of Researc# in Marketing Volume 3$% !ssue
4% &ages 33'(4)0 *+ecem,er
-0$4
A comparison of different pay-per-bid auction formatsOriginal
Research Article Pages 368-379
&a/(er(,id auctions are a oular ne1 t/e of !nternet auction
t#at is uni2ue ,ecause a fee is c#arged for eac# ,id t#at is
laced. #is aer uses a t#eoretical model and t#ree large
emirical data sets 1it# 44%)$4 ascending and $%4)0
descending a/(er(,id auctions to comare t#e economic effects
of different a/(er(,id auction formats% suc# as different rice
increments and ascending versus descending auctions. #e
t#eoretical model suggests revenue e2uivalence ,et1een
different
rice increments and descending and ascending auctions. #e
emirical results% #o1ever% refute t#e t#eoretical redictions
ascending auctions 1it# smaller rice increments /ield% on
average% #ig#er revenues er auction t#an ascending auctions
1it#
#ig#er rice increments% ,ut t#eir revenues var/ muc# more
strongl/. 5n average% ascending auctions /ield #ig#er revenues
er auction t#an descending auctions% ,ut results differ
strongl/ across roduct categories. Additionall/% revenues
erascending auction also var/ muc# more strongl/.
Keyords
• &a/(er(,id auction6
• Bidding fees6
• 5nline marketing6
• 7lectronic commerce6
• &ricing6
• Auction
Predicting consumer beha!ior ith to emotion appraisal
dimensions" #motion !alence and agency in gift
gi!ingOriginal Research Article Pages 38$-39%
+ecades of emotion researc# #ave demonstrated t#e uni2ue
influences of man/ secific emotions on consumer ,e#aviors.
#ese countless num,ers of emotion effects can make it difficult
to understand t#e role of emotions in consumer ,e#avior.
#e current researc# introduces a arsimonious frame1ork t#at can
redict t#e effects of emotions on t#e consumer ,e#avior
of gift giving 1it# 8ust t1o araisal dimensions valence and
agenc/. A series of studies examining gift giving reveals t#at
ositive emotions exert ositive effects on gift giving%
indeendent of t#eir agenc/. !n contrast% agenc/ does redict
t#eeffects of negative emotions on gift giving. 9egative
self(caused emotions increase gift giving% 1#ereas negative
ot#er(
caused emotions decrease gift giving. #ese findings seem to #old
for inactive and active emotions% and for uncertain and
certain emotions. oget#er% t#ese findings make a uni2ue
t#eoretical and emirical contri,ution to t#e understanding of
emotions in gift giving. Moreover% it rovides a ragmatic
frame1ork for ,ot# academics and ractitioners.
Keyords
• :ift giving6
• 7motions6
• Araisals6
• ;onsumer ,e#avior
8/9/2019 Recenzie Strategic Marketing
3/3
Voicu Bogdan Alexandru Facultatea de Administratie si
Afaceri
Marketing gr.304 Universitatea Bucuresti
A comparison of different pay-per-bid auction formatsOriginal
Research Article Pages 368-379
Predicting consumer beha!ior ith to emotion appraisal
dimensions" #motion !alence and agency in gift
gi!ingOriginal Research Article Pages 38$-39%
&onsumer participation in the design and reali'ation stages
of production" (o self-production shapes consumer
e!aluations and relationships to productsOriginal Research
Article Pages 39)-%$8
