Document Type



This study extends the research on online consumer behavior by examining the effect of Web knowledge and risk perception on individual attitude towards and intention to participate in online auction. The survey findings show that individuals with high Web knowledge tend to form positive attitudes towards online auction. By contrast, individuals who have heightened concerns about Internet privacy and security show less favorable attitudes towards online auction. Consistent with the attitude-intention model, attitude appears to mediates the effect of know and risk perception on intention. Research and practical implications of these results are discussed.