Abstract

motivation. This study uses a grounded theory approach to develop a theoretical model that illustrates these challenges. As a starting point, this study discusses the difference between the potential and the actual status of online auction repurchase behaviour motivation. Having conducted a literature review and 20 interviews, this study discovered that the main challenges to online auction repurchase behaviour motivation: are trading experiences, switching costs, customers’ consumption value perspectives, and negatively, a lack of post-purchase guarantee and supervision for all online sellers. This study contributes to the literature on IS-enabled online auction trading platforms in the online seller perspective by deriving propositions for online auction repurchase behaviour motivation. By developing a theoretical model of the main challenges to online auction repurchase behaviour motivation it explains the difference between the theoretical and practical motivation of online auction repurchase behaviour.

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