E-auction in China: the case of Taobao

June Lu, Lu-Zhuang Wang and Chun-Sheng Yu

International Journal of Electronic Finance, 2007, vol. 1, issue 4, 406-419

Abstract: This study focuses on consumer assessment of online auction in China using Taobao.com as a typical case. With an attempt to provide a theoretical framework for consumer evaluation of online auction business there, a research instrument, E-auction Web Assessment Method (E-auction WAM), was developed and face-to-face interviews were conducted with 22 Taobao.com users in Hangzhou, China. The findings of this research help us to observe the current consumer perceptions toward e-auction services and techniques used in China. The study also provides some interesting clues for identification of important factors toward consumer acceptance of an online auction website in an oriental country.

Keywords: online auctions; e-commerce; Taobao; web assessment method; EWAM; e-auctions; consumer perspectives; China; electronic finance. (search for similar items in EconPapers)
Date: 2007
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