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Antecedents for user intention to adopt another auction site

Fan-Chen Tseng (Department of Multimedia and M-Commerce, Kainan University, Taoyuan, Taiwan)
Ching-I. Teng (Department of Industrial and Business Management, Graduate Institute of Business and Management, College of Management, Chang Gung University, Taoyuan, Taiwan)

Internet Research

ISSN: 1066-2243

Article publication date: 1 April 2014




Multiple adoption (the adoption of another auction site in addition to the present one) enables startup or non-leading firms to survive and grow by eroding the customer bases of market leaders. Thus understanding multiple adoption is important. Hence, the purpose of this paper is to propose and examines antecedents of user intention to adopt another online auction site.


This study utilized a cross-sectional design and an online survey, obtaining 495 valid responses.


Analytical results indicate that self-efficacy and inherent novelty seeking contribute to the intention to adopt another auction site. Moreover, transaction opportunities enhance the intention. Perceived network externality also increases the intention. However, perceived relational switching costs reduce such intention.


This study is new in investigating why users intend to use another auction site and identifying the antecedents.



Tseng, F.-C. and Teng, C.-I. (2014), "Antecedents for user intention to adopt another auction site", Internet Research, Vol. 24 No. 2, pp. 205-222.



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