A Longitudinal Study on e-Auction Adoption

There are 2,565 auction websites on Online-auction List reports. Therefore, to understand consumers intention in using online auction and royalty is a critical issue. Yet, few studies have made on users intention to use on-line auction. Even though extensive researches focus on on-line shopping intention, however, we can not consider they both are same on use intention. Because on-line auction is involve three different counterparts: bidder, auctioneer, and on-line auction website, including dynamic bidding price. This paper is a step forward in using qualitative method trying to understand the in C2C on-line auction behavior. Specifically, the purpose of this study is using longitudinal approach in data collection in order to explore possible theoretical constructs to explain users schema change. The data collection involved three rounds and every round takes 5 weeks. Our findings highlight the importance of transaction cost economics perspective, trust, perceived risk, and information asymmetric after on-line auction usage. Implications of the results are discussed.