Abstract

There has been tremendous growth in on-line auction activities over the last several years. However, what makes consumers adopt and use on-line auction has not been researched deeply using a specific framework. There is also lack of cross country study of the adoption behaviour of on-line auction. 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 modelling approach in Australia and China. The primary data was collected via questionnaire based survey in Australia and China. The results of Australian Study show that subject norm, attitude and trust have significant impact on the buying intention via on-line auction, while personal innovativeness and behavioural control haven’t. The results of Chinese Study indicate that subject norm, personal innovativeness and behavioural control have significant impact on the buying intention via on-line auction but attitude and trust haven’t. Implications of the results are discussed.

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