Factors affecting current users' attitude towards e-auctions in China: An extended TAM study

E-auctions have the potential to gain a larger market share of the C2C sector by increasing participation of current users. The purpose of this study was to examine the factors that impact attitude towards e-auctions among current Chinese e-auction users. Variables of the extended technology acceptance model and their antecedents were examined. Data were collected from 210 current users of e-auctions in China. Using structural equation modeling, the results highlighted key antecedents, such as security, social motives, and playfulness, suggesting the importance of creating a safe, interactive, and fun e-auction platform. Connection speed and economic gain as influential factors were also identified.