The determinants of trust and participation intention in internet auction: Model generating strategy approach

This research investigates the determinants of customer intention to participate in Internet auction. Based on technology acceptance and trust related studies, our research proposes a theoretical model consisting of factors such as perceived usefulness, perceived ease of use, institution based trust, beliefs on sellers, trusting beliefs, and participation intention. For examining the relationships implied by the research model, a field study using a survey methodology for data collection was conducted. The data were analyzed using AMOS based on the structural equation modeling, a second-generation multivariate technique, which has gained distinct advantages over other techniques. After some model modification according to model generating strategy approach, this study shows that trusting beliefs have significant effects on the participating intention in Internet auction site. In conclusion, implications are discussed along with limitations and further research direction.