Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 96 === Online auctions have shown an impressive growth in use and market value during the last ten years and show mass potential in the future. While online auctions are becoming an important marketplace for traders, it is crucial to improve our knowledge of customers’ adoption behavior in this context. Therefore, this study sought to establish an integrated model to explain the adoption of online auction by incorporating technology readiness and network externalities into the extended TAM. The research hypotheses were tested using structural equation modeling (SEM), and the analysis results indicate that: (1) the extended TAM has strong explanatory power for the adoption behavior of online auctions; users’ perceived usefulness, perceived ease of use and perceived playfulness have significant impacts on their behavioral intention to use an online auction platform; (2) technology readiness is the antecedent of perceived usefulness and perceived ease of use, even though there are no significant relationships between the two dimensions of technology readiness (innovativeness and insecurity) and perceived ease of use; (3) customers’ behavioral intention is positively influenced by network externalities. In addition to confirming the generalizability of the extended TAM in a C2C online auction context, this study provides some managerial implications. To ensure continued market competitiveness, online auction providers should primarily focus on the consolidation of their user base, take the traits of target customers into consideration and provide a well-designed platform to satisfy both users’ intrinsic and extrinsic motivations.
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