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Factors Influencing Online Auction Adoption: A China Study

In: E-Business In The 21st Century Realities, Challenges and Outlook

Author

Listed:
  • Mohammed Quaddus

    (Graduate School of Business, Curtin University of Technology, Australia)

  • Jun Xu

    (Graduate College of Management, Southern Cross University, Australia)

Abstract

There 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.

Suggested Citation

  • Mohammed Quaddus & Jun Xu, 2009. "Factors Influencing Online Auction Adoption: A China Study," World Scientific Book Chapters, in: E-Business In The 21st Century Realities, Challenges and Outlook, chapter 3, pages 65-96, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789812836755_0003
    as

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