One of the most popular online bidding websites is eBay. eBay does not actually present its own products but rather acts as a marketplace by facilitating the exchange of goods between members. Wallace lists four important factors of internet use that can lead to PIU: locus of control (the degree to which one believes they have control over their circumstances), operant conditioning (it is harder to extinguish a behavior that is rewarded on a variable schedule than one that is predictable), maintenance of social presence (the degree to which an individual feels compelled to preserve their presence in an online space) and newbie disease (the degree to which attraction to an online space is more intense at first). The two that apply the most to online bidding and can lead to PIU, are locus of control and operant conditioning. First, on eBay, members have complete control (locus is self) over their actions (e.g. price at which good is auctioned). This gives a sense power, which can be very attractive. Second, in online auctions it is hard to predict when new products will be posted, at what price and when the next bidder will offer a price higher than the previous (operant conditioning). Further, bidders usually wait in anticipation to win a product or for their goods to be purchased and are more interested in the game aspect of the process. This can lead to compulsively checking and refreshing of the page.
In his theories, Caplan discusses psychological wellbeing. He states that if an individual with psychological problems holds a negative perception of their social competence, he or she will prefer online interactions as they are less threatening and therefore will make excessive and compulsive use of the Internet. In the case of online auctioning, the theory does not fully apply. On one hand it is not supported by the fact that websites like eBay are asynchronous and do not involve communication between individuals, thus removing any factors related to social comfort. Further, (excessive and compulsive) urges to shop can happen in front of the computer as well as at a mall and thus are not restricted to online settings. On the other hand, to support the theory, the time that one spends bidding online is not spent face to face with friend. Another one of Caplan’s theories discusses affordance of internet interaction. The theory states that greater anonymity, greater control of our self-presentation, more intense and intentional self-disclosure, less perceived social links and less social responsibility lead to PIU. In the case of eBay, members are simply looking to buy and sell, not to form relationship thus the self-presentation, self-disclosure, and social responsibility factors do not apply. It could be said though, that if someone felt ashamed to buy certain products in a regular store, one could purchase them on eBay. In this case, there would be anonymity and less perceived social links as afforded by this Internet interaction.
There are some unique properties to the online auctioning place. First, it creates a place whose sole purpose is to allow people to buy and sell products. Also, although it connects and brings together people with common interests and passions, it does not give them a designated space to develop relationships based on shared hobbies or advice. Instead, it fosters strictly business relationships and private information (e.g. sex, location) are kept secret until the purchase has been made.
MY COMMENTS:
http://comm245blue.blogspot.com/2007/11/did-i-get-email-whens-last-time-i.html#links
http://comm245blue.blogspot.com/2007/11/9-complusive-facebook-ing.html
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