Dissertation > Excellent graduate degree dissertation topics show

Demonstrable Analysis: Consumers’ Behavioral Intention of Online Auction

Author: LiYang
Tutor: QianXuChao
School: Hohai University
Course: Business management
Keywords: the plan behavior theory online auction consumers’ behavioral intention
CLC: F713.359
Type: Master's thesis
Year: 2006
Downloads: 523
Quote: 1
Read: Download Dissertation

Abstract


In practice, the Internet grows vigorously, more and more people are beginning to experience pleasure of online auction. Much business is impossible under the traditional mode of bargain is becoming reality under the help of Internet. Along with expanding economy and increased people, online auction will become people’s daily life quickly. Look back past related cultural heritage, we discover the research of consumers’ behavioral intention in online auction not much, therefore, this topic is worthy of to inquiry into further.At first, according to the plan behavior (TPB), this thesis divided the structure of online auction consumers’ behavioral intention into attitude toward online auction behavior, subjective norm, perceived behavioral control. This thesis further referred to the decomposed TPB of Taylor & Todd and the research in e-commerce of Kim & Kim, then decomposed attitude toward online auction behavior into four components: relative advantage, compatibility, complexity and perceived risk. And decomposed subjective norm into components: important others and social norm. At last, perceived behavioral control and self-efficacy of Bandura social cognitive theory are quite similar. So this study merged the concept of the social cognitive theory, then decomposed perceived behavioral control into two components: online transaction self-efficacy and Internet self-efficacy.The results of demonstrable analysis follows:(l) attitude toward the online auction behavior, perceived behavioral control significantly positively affect consumers’ behavioral intention;(2) compatibility significantly positively affect attitude the online behavior, but complexity and perceived risk significantly negatively affect it;(3) important others and social norm significantly positively affect subjective norm;(4) online transaction self-efficacy and Internet self-efficacy significantly positively affect perceived behavioral control.

Related Dissertations

  1. Research on Optimal Auction Mechanism of Multi-item in C2C,F713.36
  2. Research on the Determinants of Price in Single-Unit Online Auctions,F713.359
  3. Study on Seller’s Strategies in Online English Auction,F713.359
  4. Online English Auction with Buy out Price,F713.36
  5. Analysis and Design of Online Auction System,TP311.52
  6. A Study of Online Auctions Based on Internet,TP319
  7. The establishment of the mechanism of the online auction trust,F713.36;F224
  8. Optimal Design of Online Auctions for Homogeneous Goods,F713.359
  9. Review on Legal Problems of Online Auction Contract,D923.6
  10. The Research on Multi-unitauction Theory in the Selection of Bond’s Auction,F713.359
  11. Research on the Determinants of Price in Single-Unit Online Auctions,F713.359
  12. Multi-unit Auction Theory and the Analysis of Its Models,F713.359
  13. Procurement vs. Sale-right Auctions in Monopoly Industries,F713.359
  14. A Study on Inventory Control Based on Internet Auctions,F713.359;F49
  15. Study on Seller’s Strategies in Online English Auction,F713.359
  16. Optimal Design of Online Auctions for Homogeneous Goods,F713.359
  17. Resources Auction Incentive Mechanism Based on Reputation in P2P Networks,F713.359
  18. Auction mechanism in the network economy,F713.359

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > Auction
© 2012 www.DissertationTopic.Net  Mobile