The availability and convenience of the Internet, combined with the variety of products available at any given time, have contributed to the success of online auctions.This exploratory study examined online auction behaviors among college students in an attempt to identify underlying dimensions of auction motivations. Questionnaires completed by 341 students from a broad range of majors during regularly scheduled classes were analyzed. Exploratory factor analysis revealed seven motivators for online auctions: search costs, product assortment and price, brand equity, transaction costs, customer orientation, perceived quality, and social interaction. The dynamic nature of online auctions presents both challenges and opportunities for family and consumer sciences professionals as they respond to technological innovations, develop relevant curricula, and educate future industry leaders. (Contains 3 tables.)