Exploring the acceptance of mobile auctions in China

Shuo Wang · Stuart John Barnes

31 citations0/0 files storedInternational Conference on Mobile Business

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Technology Adoption and User Behaviour Auction Theory and Applications Health, Technology, Consumer Behavior

Abstract

The growth of mobile phone usage and online auctions in China has been extremely rapid. Recently, these trends have started to converge, as online auctions players such as Eachnet (eBay China) try to diversify and gain competitive advantage via the creation of mobile auctions. Although relatively embryonic, the potential for this new business model is immense. With this in mind, we were interested to learn how likely m-auctions are to be accepted and used. The research question we attempt to answer is: "What factors are likely to influence attitudes and behavioural intention towards mobile auctions in China?" The methodology is based on the testing of a statistical model founded on the technology acceptance literature with a sample of more than 200 respondents. The findings are then discussed in light of the theoretical literature. The paper rounds off with a summary and conclusions, examining implications for future research and practice.

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References

1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation 1995Understanding Information Technology Usage: A Test of Competing Models 2003Trust and TAM in Online Shopping: An Integrated Model1

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