BARRIERS TO ONLINE AUCTION PARTICIPATION: AN EXPLORATION OF COLLECTORS' PERSPECTIVES IN INDONESIA

• Main Author: Aldi Akmal Nugroho, Redho
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84400
• Institution: Institut Teknologi Bandung

E-commerce is the most significant supporting marketplace in the creative industries market, and online auction is one of its subsets. The need for more affordability and availability of a dedicated platform to conduct online auctions in Indonesia makes the online auctions take place on social media. The lack of availability of the platform led several initiatives to take the opportunity within online auction marketplaces. The lack of sellers willing to participate in the platform causes significant problems supplying the auctioned items. Thus, this study investigates barriers to collectors as sellers' intention to use an online auction platform in Indonesia, based on the Innovation Resistance Theory (IRT) framework. The data was collected using a semi-structured interview method towards ten informants (age 18-34 y.o) living in Jabodetabek and West Java through online and offline interviews. The data was analysed using grounded theory and triangulations. The results indicated that functional barriers (usage, value, and risk barriers) have negatively influenced sellers’ usage intention on online auctions, except for psychological barriers (traditional and image barriers). These findings can help construct business strategies for online auction platforms by focusing on eliminating the critical barriers mentioned in this study.