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A conceptual model of the online auction consumer decision process is presented and some of the model relationships are tested by using an experimental design. The research contributes in synthesizing the developed theories underlying traditional 'in person' auctions, with the emerging and rapidly growing medium of online auctions.

The effects of various levels of interactivity and vividness of a message on attitudes and behavioral intentions within a web-based advertisement are measured by implementing a multistep model. The findings reveal that the effects of interactivity reach a 'plateau' at medium and high levels, indicating a diminishing returns effect and on the contrary, the impact of vividness appears to be linear with a steady increase across low, medium, and high levels.

Mental accounting appears to be conducted by consumers to determine whether the two products in the same category are economically equivalent options. More positive results are found in evaluations for a service priced on a monthly basis than for evaluations for a product priced as a lump sum payment. Moreover, evaluations for a product priced as a lump sum payment are found to be more positive as compared for evaluations for a service priced on a monthly basis accumulated over the five-year useful life.