Online Auction Sites: Taiwanese Consumer Bidding Behavior

Date of Degree


Document Type


Degree Name

Doctor of Philosophy (PhD)




Nancy Robbins


Jessica C. Kimmel


Annette E. Craven


Joseph W. Eyles


The objective of this study was to investigate how the technology acceptance model (identified as perceived ease of use and perceived usefulness), perceived risk, and trust of online auction sites influence consumer’s willingness to place a bid on an on-line auction site. The study used the Technology Acceptance Model (TAM) questionnaire according to Stafford and Stem (2002) and the Perceived Risk and Trust (PRT) scale (Pavlov, 2003) to examine the consumer’s technology acceptance level and his or her perception of risk toward transaction as well as tmst perception toward online auction sites. The data were collected from 625 participants in Cheng-Chi University. Of the 625 questionnaires collected, there were 498 recognized as valid by the researcher. One-way ANOVA and independent t-test were used in the data analyses. The result of the study indicated that trust perception could help to shape positive attitudes and so help in reducing risk perceptions. However, the consumers may be willing to buy from an internet vendor perceived as a low risk, even if the consumer’s attitudes toward that merchant are not highly positive. Bidders and non-bidders had significant differences on perceived ease of use and perceived usefulness. The research suggested that auction site operators should build education programs and consulting channels for those non-bidders. According to the Technology Acceptance Model, perceived ease of use will influence the perceived usefulness that could make the consumers more willing to place a bid on the auction site.

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