NDLI: An Integrative Online Auction Model from the Bidder's Perspective

Content Provider	IEEE Xplore Digital Library
Author	Xiaoni Zhang Jing Quan
Copyright Year	2007
Description	Author affiliation: Northern Kentucky Univ., Highland Heights, KY (Xiaoni Zhang)
Abstract	Due to the phenomenal popularity of customer to customer (C2C) online auctions, numerous research efforts have been put forth to investigate this trade platform. Researchers have proposed various theories (technology acceptance model (TAM), trust theories, relational dependence theories, etc.) to study factors related to bidders' participation in trading process. Trust, reputation, uncertainty, cross culture influences, auction design characteristics, social and psychological factors, and prior experiences are among those mentioned as important. Based on both the theory of reasoned action (TRA) and expectation-disconfirmation theory (EDT), we propose in this study an integrative framework to synthesize the existing knowledge and guide future research of online auctions. The focal point of this framework is the bidder. We divide a bidding process into three stages: pre-bidding, bidding and post-bidding. Using the existing literature as a theoretical lens, we bind together the bidder's behaviors from her intention to participate in the pre-bidding stage, to participation in the bidding stage and finally to re-evaluation and disconfirmation in the post bidding stage. Contributions and implications of this study are discussed and suggestions for future research are offered.
Starting Page	3795
Ending Page	3798
File Size	154093
Page Count	4
File Format	PDF
ISBN	9781424413119
DOI	10.1109/WICOM.2007.939
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2007-09-21
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Uncertainty Voting Decision making Psychology Humans Cognition Social factors Resource management Cost accounting Lenses
Content Type	Text
Resource Type	Article

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