Consumer behaviour in adoption of mobile auction.

• Main Authors: Yeo, Yaowen., Kugenthiran A. Raveenthiran., Ho, Cheuk Ying.
• Other Authors: Sunanda Sangwan
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/15127
• Institution: Nanyang Technological University

In this study, we explore consumers' behaviour in terms of value, interactivity and self-efficacy in the adoption of mobile auctions (m-auctions). The analysis of the structural model is conducted using LISREL 8.80 and indices show that the model has relatively good fit with reliable instruments. Functional value showed significant impact on perceived value followed by social value and emotional value. In Singapore’s context, monetary cost and learning cost positively affect perceived cost. Compared to previous research, trust and interactivity have negative influence on perceived cost and adoption intention respectively. As expected, perceived cost negatively affects perceived value and adoption intention. M-auction self-efficacy, consisting of objective and subjective self-efficacy, has a positive impact on adoption intention and perceived value. The study concludes with the implications of consumer behaviour on mobile auction, limitations and directions for future research.