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Factors influencing online auction repurchase intention

Chia‐Hui Yen (Department of Information Management, National Taiwan University of Science and Technology, Taipei, Taiwan)
Hsi‐Peng Lu (Department of Information Management, National Taiwan University of Science and Technology, Taipei, Taiwan)

Internet Research

ISSN: 1066-2243

Article publication date: 1 February 2008

9550

Abstract

Purpose

The purpose of this study is to integrate expectancy disconfirmation theory (EDT) to explore cognitive beliefs and affect influencing an individual's intention to repurchase in online marketplaces.

Design/methodology/approach

The paper used EDT to conduct an empirical study and data were collected from a total of 303 bidders of online auctions. A structural equation modeling (SEM) was used to assess the relationships of the research model.

Findings

The findings show that bidders' disconfirmation of online auctions is positively associated with their satisfaction, which in turn is positively associated with their repurchase intentions.

Practical implications

Both bidders' expectation of policy and auctioneers' performance of policy are important determinants of disconfirmation. Auctioneers need to recognize the distinctive roles of information policy in selling and bidding rules. Besides, neither bidders' expectation of sellers' reputation nor their expectation of service quality has a significant relationship with disconfirmation. This finding implies that in a mature e‐commerce environment bidders pay more attention to the sellers' performance than their prior expectation.

Originality/value

This study, which aims to shed light on bidder behavior in online auctions, is the first study that has applied an EDT‐based model to investigate the determinants of repurchase intention in online auctions.

Keywords

Citation

Yen, C. and Lu, H. (2008), "Factors influencing online auction repurchase intention", Internet Research, Vol. 18 No. 1, pp. 7-25. https://doi.org/10.1108/10662240810849568

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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