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Information Systems and e-Business Management

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01-06-2013 | Original Article

Exploring the online bidder’s repurchase intention: a cost and benefit perspective

Authors: Chiahui Yen, Meng-Hsiang Hsu, Chun-Ming Chang

Published in: Information Systems and e-Business Management | Issue 2/2013

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Abstract

The success of online auctions is founded on bidders enjoying shopping benefits and on creating bidders’ loyalty. This study investigates the importance of bidders’ repurchase intention along with the corresponding cost and benefit aspects. Therefore, this study integrates transaction cost economics and expectancy confirmation theory to understand the determinants of bidders’ repurchase intention in online auctions. We collected data from a survey questionnaire, and a total of 594 valid questionnaires were analyzed. Partial least squares structural equation modeling was used to assess the relationships of the research model. The findings show that satisfaction has a significant influence on bidders’ repurchase intention, while transaction cost is negatively associated with repurchase intention. Bidders’ satisfaction is determined by confirmation and by the e-service quality of both auctioneers and sellers. Moreover, an auctioneer’s asset specificity and product uncertainty are positively associated with the bidder’s perceived transaction cost. The interaction frequency between bidder and seller is negatively associated with the bidder’s transaction costs. The research results provide a novel approach to understanding bidders’ benefit and cost dimensions in online auction marketplaces. Our findings could guide online auctioneers and sellers in enhancing their offerings.

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Title: Exploring the online bidder’s repurchase intention: a cost and benefit perspective
Authors: Chiahui Yen
Meng-Hsiang Hsu
Chun-Ming Chang
Publication date: 01-06-2013
Publisher: Springer-Verlag
Published in: Information Systems and e-Business Management / Issue 2/2013
Print ISSN: 1617-9846
Electronic ISSN: 1617-9854
DOI: https://doi.org/10.1007/s10257-012-0201-0

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Other articles of this Issue 2/2013

Introduction to the special issue on User Experience in e-Business Environments

Factors affecting the smartphone users to use the mobile portal services: focusing on Korean mobile portals

Investigating customer satisfaction dimensions with service quality of online auctions: an empirical investigation of e-Bay

User adoption and purchasing intention after free trial: an empirical study of mobile newspapers

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