E-auction in China: the case of Taobao
by June Lu, Lu-Zhuang Wang, Chun-Sheng Yu
International Journal of Electronic Finance (IJEF), Vol. 1, No. 4, 2007

Abstract: This study focuses on consumer assessment of online auction in China using Taobao.com as a typical case. With an attempt to provide a theoretical framework for consumer evaluation of online auction business there, a research instrument, E-auction Web Assessment Method (E-auction WAM), was developed and face-to-face interviews were conducted with 22 Taobao.com users in Hangzhou, China. The findings of this research help us to observe the current consumer perceptions toward e-auction services and techniques used in China. The study also provides some interesting clues for identification of important factors toward consumer acceptance of an online auction website in an oriental country.

Online publication date: Wed, 21-Mar-2007

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