Factors influencing online auction repurchase intention

摘要

Purpose - The purpose of this study is to integrate expectancy disconfirmation theory (EDT) to explore cognitive beliefs and affect influencing an individual's intention to repurchase in online marketplaces. Design/methodology/approach - The paper used EDT to conduct an empirical study and data were collected from a total of 303 bidders of online auctions. A structural equation modeling (SEM) was used to assess the relationships of the research model. Findings - The findings show that bidders' disconfirmation of online auctions is positively associated with their satisfaction, which in turn is positively associated with their repurchase intentions. Practical implications - Both bidders' expectation of policy and auctioneers' performance of policy are important determinants of disconfirmation. Auctioneers need to recognize the distinctive roles of information policy in selling and bidding rules. Besides, neither bidders' expectation of sellers' reputation nor their expectation of service quality has a significant relationship with disconfirmation. This finding implies that in a mature e-commerce environment bidders pay more attention to the sellers' performance than their prior expectation. Originality/value - This study, which aims to shed light on bidder behavior in online auctions, is the first study that has applied an EDT-based model to investigate the determinants of repurchase intention in online auctions.