TV'S DIRTY LITTLE SECRET: THE NEGATIVE EFFECT OF POPULAR TV ON ONLINE AUCTION SALES

摘要

Timing online auctions to attract a large number of prospective buyers is important for sellers. This study examines whether online auction sellers need to account for exogenous effects like TV viewing when timing and predicting their auction results. An ongoing debate questions whether TV viewers can spread their attention across multiple devices while watching TV, for example, by concurrently shopping online or posting on social media. Recent research has focused on understanding cross-media effects; however, little attention has been given to TV viewership's relationship with a very important economic activity, namely participation in online auctions.