FACTORS INFLUENCING ONLINE AUCTION ADOPTION: A CHINA STUDY

Mohammed Quaddus and Jun Xu
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Mohammed Quaddus: Graduate School of Business, Curtin University of Technology, Australia
Jun Xu: Graduate College of Management, Southern Cross University, Australia

Chapter 3 in E-Business in the 21st Century:Realities, Challenges and Outlook, 2009, pp 65-96 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThere has been tremendous growth of online auction over the last several years. However, what makes consumers adopt and use online auction has not been researched deeply. This chapter aims to fill this gap. Based on extensive literature review, we developed a comprehensive online auction adoption model. The developed model is empirically tested by using Partial Least Square (PLS) based structural equation modelling approach. The primary data was collected via questionnaire survey in china, which is undergoing rapid internet adoption and e-commerce development, and is becoming the largest online marketplace in the world. The results indicate that subject norm, trust and behavioural control have significant impact on the buying intention via online auction but personal innovativeness and attitude don't.

Keywords: Electronic Business; E-Markets; E-Services (search for similar items in EconPapers)
Date: 2009
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