||Due to a rapid expansion of commercial usage on the Internet, on-line auction is showing its growing potential and economic benefit on business competition. On-line auction is a totally new consuming experience for most people. However, though fast and convenient comparing to traditional shopping, social contacts, such as bargaining, are not provided during the process of on-line shopping.Moreover, stereotyped consuming behavior of " seeing is believing" and concerns on Internet security may also be obstacles for many consumers to shop on-line.Through investigating online auction users' expectation ,trying to find influencing factors for users to adopt on-auction shopping.Factors causing users to avoid on-line shopping are also of great interest. Enterprises doing Internet business may find the results of this study useful in their marketing analysis and planning.|
A web-based questionnaire was employed.Items were grouped into three sections in the questionnaire: on-audtion shopping environment, on-line experience, and demographic information. A total of 1698 questionnaire was collected. The results indicated that male subjects were higher motivated to shop on-line auction than their female counterparts.Subjects with on- line auction shopping experience were found to have significantly higher motivation to shop on-line auction than those without such experience.Security problem of using credit card for payment via Internet still is the most concerns for many subjects. Provision of detail information regarding product description and procedures for making order, as well as a comprehensive after-sell service may largely encourage web users adopting on-line auction shopping.