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 instrument...