Exploring the Factors Affecting the Intention to Use C2C Auction Websites in Egypt

Exploring the Factors Affecting the Intention to Use C2C Auction Websites in Egypt

Hany Abdelghaffar (Department of Information Systems, Faculty of Management Technology, German University in Cairo (GUC), Cairo, Egypt) and Hussien Moustafa (Department of Information Systems, Faculty of Management Technology, German University in Cairo (GUC), Cairo, Egypt)
Copyright: © 2013 |Pages: 13
DOI: 10.4018/jea.2013040101
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Abstract

Online shopping has become the third most popular Internet activity after using e-mails and entertainment. An important type of online shopping is online consumer to consumer auction (C2C) where consumers are able to sell and buy directly online. Although C2C online auctions could be an opportunity to enhance e-commerce in developing countries, many internet users are not willing to use it. This research explores the factors that could lead to more users’ intention to use C2C auction websites in Egypt as an example of the developing countries. A conceptual model is introduced based on the technology acceptance model which was tested via a survey. Findings indicate that the perceived usefulness of using C2C auction websites have a significant impact on users’ intention to use C2C website. This should be supported with appropriate security measures that could lead to more trustable C2C auction websites.
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2. Theory And Model

Studies of online auction established that the common internet auction formats can be classified into four types: the English auction, the Dutch auction, first price sealed bid and second price sealed-bid auctions (Thomas & Wilson, 2001). Each type of these auctions identifies who will be the winner of the auction and what is the price will be paid. Regardless of the type of the online auction, there are several factors (Rockart, 1979) that could lead to the success or failure of the online auctions. To answer the research question, an extensive literature review is undertaken to identify the factors that improve user’s intention with online auctions (as appears in Table 1) and consequently a conceptual model is introduced (Figure 1) based on the Technology Acceptance Model (TAM).

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