This study analyzes social constructs from different types of actor behavior (i.e. transaction-oriented and community-oriented) to understand the influencing factors of their intention to use with online auction. We introduce social influence process and social capital theory to conceptualize research model, and a survey-based study was conducted. The simultaneous analysis of several groups was applied to test the research hypotheses. Our results verified that varied social constructs promote continuance intention for different types of online auction behavior, which are believed to contribute to the online auction development and management. We also conclude with a consideration of academic implication of the findings.
Chiang, Ming-Jiin and Wang, Jyun-Cheng, "The Impact of Social Constructs on Continuance Intention in Online Auction: Community Prespective VS Transaction Perspective" (2010). ICEB 2010 Proceedings. 54.