Customers´ Perception on Attitude Towards E-auction

Internet users rapidly increase and global e-commerce activities across nations and millions of globally dispersed consumers now engage in competitive exchange via bidding and set prices that reflect real-time supply and demand as efficiently trading floor. In recent years, online auction marketplace is growing rapidly. Auction transaction intention will be a major concern of e-commerce research. But most of them emphasize on the auction model, not addressed web-based auction behavior. The results of this study make some suggestions such as feedback mechanism plays an important role to increase userspsila e-auction intention. In addition, providing enough variety goods also is essential for the fun of bidding. Implications and findings are discussed.