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

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

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.

Suggested Citation

  • Li, Rui & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2017. "Factors affecting current users’ attitude towards e-auctions in China: An extended TAM study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 19-29.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:19-29
    DOI: 10.1016/j.jretconser.2016.09.003
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    4. McLaughlin, Christopher & McCauley, Laura Bradley & Prentice, Garry & Verner, Emma-Jayne & Loane, Sharon, 2020. "Gender differences using online auctions within a generation Y sample: An application of the Theory of Planned Behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
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    8. Adu-Gyamfi, Gibbson & Song, Huaming & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Determinants of adoption intention of battery swap technology for electric vehicles," Energy, Elsevier, vol. 251(C).

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