Understanding the factors that influence acceptance of online auction platforms: a comparative study of Taobao and eBayEachnet
by Angela Lin, Jonathan Foster, Shuhuai Wang
International Journal of Business and Systems Research (IJBSR), Vol. 3, No. 2, 2009

Abstract: While eBay has flourished elsewhere in the world, its growth in Far Eastern markets has been quite the reverse. Drawing on the Technology Acceptance Model (TAM), the study surveyed users' perceptions of the usefulness and ease of use of two Chinese auction platforms: eBayEachnet and Taobao. The study's findings suggest that consumers' acceptance and choice of an auction platform are influenced by such perceptions and these may have contributed in part to the demise of the former and the rise of the latter. Further factors influencing acceptance such as trust in a platform and the enjoyable nature of the shopping experience are also explored.

Online publication date: Fri, 01-May-2009

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