Last-minute bidding is a prevalent strategy in which bidders submit their bids at the very end of an online auction; mobile push notifications can remind these bidders of upcoming deadlines and thus might determine bidding success. Using field data, this study demonstrates that last-minute bidders use mobile push notifications purposefully and strategically as well as more frequently than bidders with different bidding patterns. Among last-minute bidders, chances of winning the auction increase with their use of push notifications. In detail, mobile push notifications are particularly effective when last-minute bidders place less serious bids in search of a bargain, yet they lose effectiveness if the bids are placed closer to the auctions' end. They prove to be equally useful tools for last-minute bidders with varying experience levels and for bids placed through both mobile and stationary devices. Managers of online (auction) platforms therefore should design and market their mobile push notifications as customizable, helpful features.

最后一分钟竞标是一种流行的策略，在这种策略中，竞标者在在线竞标结束时提交竞标。移动推送通知可以提醒这些竞标者即将到来的截止日期，从而可以确定竞标成功。使用现场数据，该研究表明，最后竞标者有目的地和策略地使用移动推送通知，并且比具有不同竞标方式的竞标者更频繁地使用移动推送通知。在最后一刻的竞标者中，使用推播通知会增加赢得拍卖的机会。详细地说，当最后一刻的投标人为寻求讨价还价而不太认真地竞标时，移动推送通知特别有效，但如果将竞标价格设置得更接近拍卖的结束，它们就会失去效力。对于具有不同经验水平的最新竞标者以及通过移动和固定设备进行的竞标，它们被证明是同样有用的工具。因此，在线（拍卖）平台的管理者应将其移动推送通知设计和销售为可定制的，有用的功能。