Pub Date : 2021-04-13DOI: 10.1080/15332861.2021.1907274
Robert Cutshall, Chuleeporn Changchit, H. Pham, D. Pham
Abstract Social networking website usage has been rapidly expanding ever since their introduction in the early 2000s. This strategy of social commerce is paying off with increased revenues for many businesses. Despite the growth of social commerce websites, some consumers are still reluctant to use social commerce websites. This research intends to examine the antecedents of social commerce adoption in Vietnam. Four hundred and forty-seven (447) Vietnamese social networking website users participated in this study. The findings uncover the antecedents which are significant in influencing Vietnamese consumers’ intention to engage in social commerce. The results have both practical and research implications on understanding social commerce adoption in emerging economies.
{"title":"Determinants of Social Commerce Adoption: An Empirical Study of Vietnamese Consumers","authors":"Robert Cutshall, Chuleeporn Changchit, H. Pham, D. Pham","doi":"10.1080/15332861.2021.1907274","DOIUrl":"https://doi.org/10.1080/15332861.2021.1907274","url":null,"abstract":"Abstract Social networking website usage has been rapidly expanding ever since their introduction in the early 2000s. This strategy of social commerce is paying off with increased revenues for many businesses. Despite the growth of social commerce websites, some consumers are still reluctant to use social commerce websites. This research intends to examine the antecedents of social commerce adoption in Vietnam. Four hundred and forty-seven (447) Vietnamese social networking website users participated in this study. The findings uncover the antecedents which are significant in influencing Vietnamese consumers’ intention to engage in social commerce. The results have both practical and research implications on understanding social commerce adoption in emerging economies.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1907274","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45521276","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-09DOI: 10.1080/15332861.2021.1905474
Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar
Abstract The study aims to provide the concept of “holistic digital engagement” (HDE) in marketing and establish its psychological antecedents through brand identity, brand personality, and brand affect from the lens of social identity theory. Guided by the cross-sectional research design, the study conducts PLS-SEM analysis of 303 responses collected through a survey questionnaire. The respondents were selected through judgmental sampling design. The findings of the study indicate that brand personality, brand identity, and brand affect are the critical factors to form HDE. The mediating role of brand affect between brand identity and HDE also emerged significant in path modeling. The study advances a scholarly debate about HDE, its psychological antecedents, and how HDE differs from social media engagement (CBE). This research contributes to the emerging literature of engagement in marketing by filling a vacuum of empirical investigations on HDE from the social identity perspective. It is the first study that has established the psychological antecedents of HDE.
{"title":"Beyond Social Media Engagement: Holistic Digital Engagement and a Social Identity Perspective","authors":"Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar","doi":"10.1080/15332861.2021.1905474","DOIUrl":"https://doi.org/10.1080/15332861.2021.1905474","url":null,"abstract":"Abstract The study aims to provide the concept of “holistic digital engagement” (HDE) in marketing and establish its psychological antecedents through brand identity, brand personality, and brand affect from the lens of social identity theory. Guided by the cross-sectional research design, the study conducts PLS-SEM analysis of 303 responses collected through a survey questionnaire. The respondents were selected through judgmental sampling design. The findings of the study indicate that brand personality, brand identity, and brand affect are the critical factors to form HDE. The mediating role of brand affect between brand identity and HDE also emerged significant in path modeling. The study advances a scholarly debate about HDE, its psychological antecedents, and how HDE differs from social media engagement (CBE). This research contributes to the emerging literature of engagement in marketing by filling a vacuum of empirical investigations on HDE from the social identity perspective. It is the first study that has established the psychological antecedents of HDE.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1905474","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47908160","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-07DOI: 10.1080/15332861.2021.1907170
Lingshu Hu
Abstract Research about self-branding is mainly drawn from two areas: marketing research and cultural studies. Although they use the same terms—self-branding or personal branding—they sometimes refer to different phenomena, which can lead to confusion. Marketing studies usually regard self-branding as a strategy that individuals adopt to promote their professional careers, while cultural studies consider self-branding as immaterial labor that is associated with consumerism and implies hierarchy and inequality. Therefore, this essay aims to explicate the concept of self-branding in the digital economy by defining it as a strategy that individuals use to present self-images either through commodifying self-identities or embodying a cultural symbol to attract attention to gain social or economic benefits. This study proposes a 2x2 dimension conceptual model indicating that self-branding can function either as advertising or as a product itself and be realized through either “self as brand” or “brand as self.”
{"title":"Self as Brand and Brand as Self: A 2x2 Dimension Conceptual Model of Self-Branding in the Digital Economy","authors":"Lingshu Hu","doi":"10.1080/15332861.2021.1907170","DOIUrl":"https://doi.org/10.1080/15332861.2021.1907170","url":null,"abstract":"Abstract Research about self-branding is mainly drawn from two areas: marketing research and cultural studies. Although they use the same terms—self-branding or personal branding—they sometimes refer to different phenomena, which can lead to confusion. Marketing studies usually regard self-branding as a strategy that individuals adopt to promote their professional careers, while cultural studies consider self-branding as immaterial labor that is associated with consumerism and implies hierarchy and inequality. Therefore, this essay aims to explicate the concept of self-branding in the digital economy by defining it as a strategy that individuals use to present self-images either through commodifying self-identities or embodying a cultural symbol to attract attention to gain social or economic benefits. This study proposes a 2x2 dimension conceptual model indicating that self-branding can function either as advertising or as a product itself and be realized through either “self as brand” or “brand as self.”","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1907170","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41888017","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/15332861.2021.1875766
C. Luna-Nevarez, Enda F McGovern
Abstract V-commerce is emerging as a promising technology for a new type of e-commerce application, which can address the critical need for integrating both social and technical aspects of online shopping. This research provides a theoretical framework to understand the antecedents and consequences of consumer attitudes toward v-commerce. Our framework extends the technology acceptance model (TAM) by incorporating immersion, enjoyment, trust and VR self-efficacy as potential antecedents; and consumers’ intention to purchase, intention to visit the company’s online and/or physical store and intention to recommend v-commerce to others as potential consequences. Furthermore, this research proposes that processing fluency, need for touch, propensity to trust and gender have a moderating effect on consumer attitudes toward v-commerce. Overall, the propositions derived from this study can help marketers identify and analyze the factors leading to the acceptance of v-commerce (and other future e-commerce technologies) among consumers. The study concludes with a discussion of theoretical and managerial implications for future research.
{"title":"The Rise of the Virtual Reality (VR) Marketplace: Exploring the Antecedents and Consequences of Consumer Attitudes toward V-Commerce","authors":"C. Luna-Nevarez, Enda F McGovern","doi":"10.1080/15332861.2021.1875766","DOIUrl":"https://doi.org/10.1080/15332861.2021.1875766","url":null,"abstract":"Abstract V-commerce is emerging as a promising technology for a new type of e-commerce application, which can address the critical need for integrating both social and technical aspects of online shopping. This research provides a theoretical framework to understand the antecedents and consequences of consumer attitudes toward v-commerce. Our framework extends the technology acceptance model (TAM) by incorporating immersion, enjoyment, trust and VR self-efficacy as potential antecedents; and consumers’ intention to purchase, intention to visit the company’s online and/or physical store and intention to recommend v-commerce to others as potential consequences. Furthermore, this research proposes that processing fluency, need for touch, propensity to trust and gender have a moderating effect on consumer attitudes toward v-commerce. Overall, the propositions derived from this study can help marketers identify and analyze the factors leading to the acceptance of v-commerce (and other future e-commerce technologies) among consumers. The study concludes with a discussion of theoretical and managerial implications for future research.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1875766","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43690163","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/15332861.2020.1863041
K. Sahu, Mohammed Naved Khan, K. Gupta
Abstract The aim of this study is to explore the characteristics of omnichannel shoppers in the context of webrooming and showrooming behavior. A total of two hundred and forty research papers were accessed from various sources through searches based on keywords. One hundred and thirteen papers were found to be relevant for further analysis. Most of the studies were from the USA and UK and had predominantly used structural equation modeling for analysis and establishing relationships between the variables of interest. Based on analysis of these studies and a thorough review of extant literature on omnichannel retail environment in general and webrooming and showrooming behavior in particular, the present study attempts to (i) provide deeper insights into the omnichannel phenomena; (ii) identify the determinants of the consumer purchase journey in an omnichannel environment; (iii) categorize the extant studies in five broad areas; and (iv) identify the critical areas for future research focusing on new forms of buying behaviors.
{"title":"Determinants of Webrooming and Showrooming Behavior: A Systematic Literature Review","authors":"K. Sahu, Mohammed Naved Khan, K. Gupta","doi":"10.1080/15332861.2020.1863041","DOIUrl":"https://doi.org/10.1080/15332861.2020.1863041","url":null,"abstract":"Abstract The aim of this study is to explore the characteristics of omnichannel shoppers in the context of webrooming and showrooming behavior. A total of two hundred and forty research papers were accessed from various sources through searches based on keywords. One hundred and thirteen papers were found to be relevant for further analysis. Most of the studies were from the USA and UK and had predominantly used structural equation modeling for analysis and establishing relationships between the variables of interest. Based on analysis of these studies and a thorough review of extant literature on omnichannel retail environment in general and webrooming and showrooming behavior in particular, the present study attempts to (i) provide deeper insights into the omnichannel phenomena; (ii) identify the determinants of the consumer purchase journey in an omnichannel environment; (iii) categorize the extant studies in five broad areas; and (iv) identify the critical areas for future research focusing on new forms of buying behaviors.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1863041","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43160188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/15332861.2021.1875764
Trang Nguyen
Abstract Thanks to technological breakthroughs, drivers are enjoying traffic-associated social media to share and update information in place of the traditional ways using TV or radio. In this research, we integrate the IS success model and the privacy calculus model to elaborate on the factors of sustaining user’s continuance intention in information-sharing platforms. We collected data via online surveys from a community-based application that supports real-time traffic information sharing. The findings shed light on how perceived value and privacy concerns impact users’ continuance intention. While a higher level of perceived value enhances users’ continuance intention, privacy concerns do not influence users’ decision in continuing using the traffic app. This research provides initial efforts to investigate the effect of privacy paradox on users' continuance intention in the new context of a specific traffic-related social media platform.
{"title":"Continuance Intention in Traffic-Related Social Media: A Privacy Calculus Perspective","authors":"Trang Nguyen","doi":"10.1080/15332861.2021.1875764","DOIUrl":"https://doi.org/10.1080/15332861.2021.1875764","url":null,"abstract":"Abstract Thanks to technological breakthroughs, drivers are enjoying traffic-associated social media to share and update information in place of the traditional ways using TV or radio. In this research, we integrate the IS success model and the privacy calculus model to elaborate on the factors of sustaining user’s continuance intention in information-sharing platforms. We collected data via online surveys from a community-based application that supports real-time traffic information sharing. The findings shed light on how perceived value and privacy concerns impact users’ continuance intention. While a higher level of perceived value enhances users’ continuance intention, privacy concerns do not influence users’ decision in continuing using the traffic app. This research provides initial efforts to investigate the effect of privacy paradox on users' continuance intention in the new context of a specific traffic-related social media platform.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1875764","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41626860","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid questionnaires from respondents aged 20–35 were collected using quota sampling from five different clusters in Bangalore, India. Hypotheses were tested using structural equation modeling. This study finds that convenience bonds and structural bond have no impact on brand trust and attitudinal and behavioral loyalty. All five relational bonds namely, convenience, structural, financial, empathy, and social bonds are seen to influence their sense of community and attitudinal attachment. Sense of community is the primary influencer of brand loyalty. This study reveals that brand dimensions of brand quality relationship mediate the effect of financial, empathy, and social bonds on attitudinal and behavioral loyalty. It also illustrates the role of different relational bonds as a stimulus, and relationship quality dimensions as an organism that lead to improved customer loyalty in online grocery retailing. Managers of online grocery stores can consider these new relational bonds, along with the traditional bonds, to develop positive emotions and achieve competitive advantage.
{"title":"Mediating Effect of Brand Relationship Quality on Relational Bonds and Online Grocery Retailer Loyalty","authors":"Subburaj Alagarsamy, Sangeeta Mehrolia, Brijesh Singh","doi":"10.1080/15332861.2020.1868213","DOIUrl":"https://doi.org/10.1080/15332861.2020.1868213","url":null,"abstract":"Abstract The current study aims to identify how brand relationship quality mediates the relationship between different online relational bonds, and attitudinal and behavioral loyalty. A total of 316 valid questionnaires from respondents aged 20–35 were collected using quota sampling from five different clusters in Bangalore, India. Hypotheses were tested using structural equation modeling. This study finds that convenience bonds and structural bond have no impact on brand trust and attitudinal and behavioral loyalty. All five relational bonds namely, convenience, structural, financial, empathy, and social bonds are seen to influence their sense of community and attitudinal attachment. Sense of community is the primary influencer of brand loyalty. This study reveals that brand dimensions of brand quality relationship mediate the effect of financial, empathy, and social bonds on attitudinal and behavioral loyalty. It also illustrates the role of different relational bonds as a stimulus, and relationship quality dimensions as an organism that lead to improved customer loyalty in online grocery retailing. Managers of online grocery stores can consider these new relational bonds, along with the traditional bonds, to develop positive emotions and achieve competitive advantage.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1868213","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47045259","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-03DOI: 10.1080/15332861.2020.1870341
Fan-Chuan Tseng
Abstract Crowdfunding websites have emerged as a novel financing channel to promote new ideas and facilitate innovative product development. The crowd can examine the project online and provide their support in the form of a donation or in exchange for reward. The study argues that the success of crowdfunding refers not only to financial resources but also to the connection among individuals on the crowdsourcing website. Considering the characteristics of online funders and product development, this study proposes an integrative model to examine the relationships among individuals’ traits, affordance of website design, individual cognition, and funding intention. A survey was conducted to collect and analyze empirical data from the largest Taiwanese crowdfunding website. The research results demonstrate that individuals’ altruism and innovativeness significantly affect their trusting belief in the crowdfunding proposer; design affordance is also an important antecedent of trust and risk perception. Moreover, trust and risk perception significantly affect individuals’ attitude and further intention to donate the crowdfunding project. This study suggests both practical and theoretical views for elucidating and enhancing the effectiveness of crowdfunding.
{"title":"Product Commercialization through Crowdfunding Websites: A Consumer-Centric Approach","authors":"Fan-Chuan Tseng","doi":"10.1080/15332861.2020.1870341","DOIUrl":"https://doi.org/10.1080/15332861.2020.1870341","url":null,"abstract":"Abstract Crowdfunding websites have emerged as a novel financing channel to promote new ideas and facilitate innovative product development. The crowd can examine the project online and provide their support in the form of a donation or in exchange for reward. The study argues that the success of crowdfunding refers not only to financial resources but also to the connection among individuals on the crowdsourcing website. Considering the characteristics of online funders and product development, this study proposes an integrative model to examine the relationships among individuals’ traits, affordance of website design, individual cognition, and funding intention. A survey was conducted to collect and analyze empirical data from the largest Taiwanese crowdfunding website. The research results demonstrate that individuals’ altruism and innovativeness significantly affect their trusting belief in the crowdfunding proposer; design affordance is also an important antecedent of trust and risk perception. Moreover, trust and risk perception significantly affect individuals’ attitude and further intention to donate the crowdfunding project. This study suggests both practical and theoretical views for elucidating and enhancing the effectiveness of crowdfunding.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2020.1870341","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47222316","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-10DOI: 10.1080/15332861.2021.1891517
Preeti Tak, Mansi Gupta
Abstract Utilizing the stimulus-organism-response theory as the theoretical framework, the study examines the role of mobile app attributes in influencing consumer engagement with a special focus on travel mobile apps. The study further investigates the role of consumer engagement in determining consumers’ behavioral intentions to use the travel app. As part of qualitative research, focus group discussions were conducted which helped in identifying important mobile app attributes. Further, a quantitative study was carried out to test the conceptual model. A second-order construct was employed to measure consumer engagement. Hypotheses were tested by employing structural equation modeling. Analysis reveals that visual, information and collaboration design influence consumer engagement with the travel mobile app. Furthermore, the results point that consumer behavioral intentions to use travel mobile app is positively impacted by consumer engagement. The findings of this study may provide relevant managerial implications which the marketers may employ to leverage the attributes of travel mobile app to engage with consumers and build long term relationship.
{"title":"Examining Travel Mobile App Attributes and Its Impact on Consumer Engagement: An Application of S-O-R Framework","authors":"Preeti Tak, Mansi Gupta","doi":"10.1080/15332861.2021.1891517","DOIUrl":"https://doi.org/10.1080/15332861.2021.1891517","url":null,"abstract":"Abstract Utilizing the stimulus-organism-response theory as the theoretical framework, the study examines the role of mobile app attributes in influencing consumer engagement with a special focus on travel mobile apps. The study further investigates the role of consumer engagement in determining consumers’ behavioral intentions to use the travel app. As part of qualitative research, focus group discussions were conducted which helped in identifying important mobile app attributes. Further, a quantitative study was carried out to test the conceptual model. A second-order construct was employed to measure consumer engagement. Hypotheses were tested by employing structural equation modeling. Analysis reveals that visual, information and collaboration design influence consumer engagement with the travel mobile app. Furthermore, the results point that consumer behavioral intentions to use travel mobile app is positively impacted by consumer engagement. The findings of this study may provide relevant managerial implications which the marketers may employ to leverage the attributes of travel mobile app to engage with consumers and build long term relationship.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1891517","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42093237","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-08DOI: 10.1080/15332861.2021.1889817
Chien-Hsing Wu, S. Kao, Cheng-Hong Ho
Abstract The auction process can be divided into the auctioning, bidding, winning, and paying stages. Nonpaying bid behavior is a critical issue underlying the customer-to-customer (C2C) business model. This paper proposes and examines a research model that describes nonpaying bid behavior by concisely considering technological (platform quality), psychological (perceived risk), and individual (impulse buying inclination) aspects. The moderation effect of interaction–risk (combined interaction quality and perceived risk) on nonpaying attitude is investigated along with the influence of gender on such moderation effect. The proposed research model is examined by performing an empirical quantitative survey among users of a C2C auction platform. Based on data collected from 303 valid samples, results show that impulsive bidding inclination (individual aspect) and interaction quality (psychological aspect) are significantly associated with nonpaying bid behavior. Meanwhile, platform quality (technological aspect) and perceived risk (psychological aspect) are unlikely to determine nonpaying bid behaviors at the bid-paying stage. The moderation effect is significant, whereas the gender effect is insignificant. The managerial implications of these findings are also discussed along with some suggestions. This research highlights the value of modeling nonpaying bid behavior for C2C auction platforms.
{"title":"Determinants of Nonpaying Bid Behavior in Online Auction Platforms","authors":"Chien-Hsing Wu, S. Kao, Cheng-Hong Ho","doi":"10.1080/15332861.2021.1889817","DOIUrl":"https://doi.org/10.1080/15332861.2021.1889817","url":null,"abstract":"Abstract The auction process can be divided into the auctioning, bidding, winning, and paying stages. Nonpaying bid behavior is a critical issue underlying the customer-to-customer (C2C) business model. This paper proposes and examines a research model that describes nonpaying bid behavior by concisely considering technological (platform quality), psychological (perceived risk), and individual (impulse buying inclination) aspects. The moderation effect of interaction–risk (combined interaction quality and perceived risk) on nonpaying attitude is investigated along with the influence of gender on such moderation effect. The proposed research model is examined by performing an empirical quantitative survey among users of a C2C auction platform. Based on data collected from 303 valid samples, results show that impulsive bidding inclination (individual aspect) and interaction quality (psychological aspect) are significantly associated with nonpaying bid behavior. Meanwhile, platform quality (technological aspect) and perceived risk (psychological aspect) are unlikely to determine nonpaying bid behaviors at the bid-paying stage. The moderation effect is significant, whereas the gender effect is insignificant. The managerial implications of these findings are also discussed along with some suggestions. This research highlights the value of modeling nonpaying bid behavior for C2C auction platforms.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":null,"pages":null},"PeriodicalIF":4.3,"publicationDate":"2021-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332861.2021.1889817","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49280819","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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