Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study

Rui Li, Chung, Te-Lin (Doreen) and Ann Marie Fiore

Journal of Retailing and Consumer Services, 2017, vol. 34, issue C, 19-29

Abstract: E-auctions have the potential to gain a larger market share of the C2C sector by increasing participation of current users. The purpose of this study was to examine the factors that impact attitude towards e-auctions among current Chinese e-auction users. Variables of the extended technology acceptance model and their antecedents were examined. Data were collected from 210 current users of e-auctions in China. Using structural equation modeling, the results highlighted key antecedents, such as security, social motives, and playfulness, suggesting the importance of creating a safe, interactive, and fun e-auction platform. Connection speed and economic gain as influential factors were also identified.

Keywords: E-auctions; Attitude; Technology acceptance model; Chinese consumers (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:34:y:2017:i:c:p:19-29

DOI: 10.1016/j.jretconser.2016.09.003

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