Extrinsic versus Intrinsic Motivations on Electronic Auction

The proliferation of Internet brought about the new economy which not only providing goods and services online, but also offering vast new opportunities to all strangers, including buyers and sellers. While electronic commerce is rapid development and allowed people to access information and interact with globally business, online auction gain popularity with the advent of economical and efficient electronic capabilities. Many Websites abound and the online consumer-to-consumer (C2C) auction markets also skyrocket in recent years. A research model, based on the technology acceptance model, theory of reasoned action and flow theory with trust motivation are used to examine whether can be used to explain consumers´ intentions of online auction. While most e-commerce studies have largely focused on product purchasing, online auction behavior is not monolithic. Hence, our purpose is to investigate the intentions of online auction behavior. Data were gathered from 332 Taiwanese customers of online auction, and structural equation modeling was used for model fit, explanatory power and path significance. Implications and limitations were discussed.