An Individual's Two Thinking Systems in Online C2C Auctions

With regard to dealing with an individual decision processing approach, little empirical work has been conducted to explain bidders’ behavior by adopting two thinking systems processes, such as the controlled and uncontrolled thinking systems. Therefore, this research attempts to address the two thinking system architecture of an individual’s decision in online bidding context. By constructing our research model from the perspective of two thinking systems, this study can provide an alternative theoretical lens by which online bidders may be viewed, thus bolstering our current understanding as to how willingness to continue

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