Demonstrable Analysis: Consumers' Behavioral Intention Of Online Auction

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.