Factors of adoption of online auction: a China study

There has been tremendous growth of on-line auction activities over the last several years. However, what makes consumers adopt and use on-line auction has not been researched deeply. This paper aims to fill this gap. Based on extensive literature review on academic and commercial papers/reports/websites, we develop a comprehensive on-line adoption model along the framework of Theory of Planned Behaviour (TPB) and Innovation Diffusion Theory. The model is empirically tested by using Partial Least Square (PLS) based structural equation modeling approach. The primary data was collected via questionnaire survey in China. The results indicate that subject norm, trust and behavioural control have significant impact on the buying intention via on-line auction but personal innovativeness and attitude don't. Implications of the results are discussed.

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