Findings – The findings suggested that there were distinct auction shopper segments based on
adventure and gratification shopping motivations. Four cluster groups showed significant differences
in demographic characteristics of age and gender, and psychographic characteristics of impulsiveness,
variety-seeking tendency, and price sensitivity. The regression results provided information on
predictive powers of selected variables (i.e. age, gender, impulsiveness, variety-seeking tendency, price
sensitivity, and risk consciousness) for different segments.