Thousands of dollars have been bid on an Internet auction site for the handbag used by former All Black captain Tana Umaga, seen here, to strike team mate Chris Masoe and reduce him to tears. [AFP]

The woman's handbag used by former All Blacks captain Tana Umaga to hit a teammate has fetched 22,800 New Zealand dollars (US$14,200) in an Internet auction.

In rugby-obsessed New Zealand the auction Saturday captured national attention, with several hundred people placing bids for the handbag, which was only worth about 60 dollars new.

The bag also contained the mobile phone which was broken when Umaga belted Chris Masoe, who had punched a man in a bar early last Sunday morning.

All Blacks hardman Masoe reportedly burst into tears when hit.

More than one million people viewed the Trade Me auction website over three days, and bag owner Nicole Davies described the bidding as "insane".

The auction was plagued by unrealistic bids of one million dollars or more and Trade Me has had to investigate and remove them where necessary.

Consumers Institute chief executive David Russell said while some bids could be posted illegitimately, any money owed from a winning bid could be legally pursued.

"They're bound by the rules of Trade Me. If you make a bid and it's an open auction ... you've got to pay it."

Davies said she will hand over the bag when the buyer fronts up with the cash.

She also has an offer of free legal help if the winning bidder doesn't pay up.

Masoe was subsequently fined 3,000 dollars by rugby authorities for punching the other patron while Umaga, who was cleared because he was trying to defuse the situation, replaced the woman's mobile phone.

The players were out on the town early Sunday after their Wellington Hurricanes side lost the Super 14 rugby final to the Canterbury Crusaders.