|dc.description.abstract||This is an exploratory empirical study with the aim to identify the factors that affect the adoption of online auctions by Internet users in Hong Kong. The frameworks used were the TAM (Technology Acceptance Model), TCE (Transaction Cost Economics) and SERVQUAL (Service Quality). It was found that the dimensions that affected the customer’s perceived value of the online auction are benefits, costs, risks and service quality.
Data was collected from four pilot focus groups, one online survey and a final focus group. The subjects in the focus groups were 21 undergraduates, whereas the subjects in the online survey were 152 internet users. The results of the pilot focus groups guided the design of the online survey. The results of the survey was analysed using the Kruskal-Wallis test. The final focus group was used to seek explanations to some issues arose from the online survey.
It was found that the factors in the benefit dimension were liquidity, enjoyment, and price transparency. The factors in the cost dimension were time, effort, service charge and reputation of the user. The factor in the risk dimension was financial risk. The factors in the service quality dimension were efficiency and system availability. The final focus group revealed that the auctioneer’s role in policing the auction web site was important.
For differences among the subjects, it was also found that the adult users consider their reputation in auction website, young adults are worried about financial risks, and female users are more concerned about financial risks than male users. The implications of these differences are discussed.
The main academic contribution was the development of a questionnaire and a model which can be used in further research about other forms of auction.||en_US