Abstract

The auction process can be divided into the auctioning, bidding, winning, and paying stages. Nonpaying bid behavior is a critical issue underlying the customer-to-customer (C2C) business model. This paper proposes and examines a research model that describes nonpaying bid behavior by concisely considering technological (platform quality), psychological (perceived risk), and individual (impulse buying inclination) aspects. The moderation effect of interaction–risk (combined interaction quality and perceived risk) on nonpaying attitude is investigated along with the influence of gender on such moderation effect. The proposed research model is examined by performing an empirical quantitative survey among users of a C2C auction platform. Based on data collected from 303 valid samples, results show that impulsive bidding inclination (individual aspect) and interaction quality (psychological aspect) are significantly associated with nonpaying bid behavior. Meanwhile, platform quality (technological aspect) and perceived risk (psychological aspect) are unlikely to determine nonpaying bid behaviors at the bid-paying stage. The moderation effect is significant, whereas the gender effect is insignificant. The managerial implications of these findings are also discussed along with some suggestions. This research highlights the value of modeling nonpaying bid behavior for C2C auction platforms.

摘要

拍卖过程可分为拍卖、投标、中标和支付阶段。未付费投标行为是客户对客户 (C2C) 业务模型的一个关键问题。本文提出并检验了一个研究模型，该模型通过简明地考虑技术（平台质量）、心理（感知风险）和个人（冲动购买倾向）方面来描述未付费投标行为。研究了交互风险（组合交互质量和感知风险）对非付费态度的调节作用以及性别对这种调节作用的影响。通过在 C2C 拍卖平台的用户中进行实证定量调查来检查所提出的研究模型。根据从 303 个有效样本中收集的数据，结果表明，冲动的投标倾向（个人方面）和互动质量（心理方面）与不支付投标行为显着相关。同时，平台质量（技术方面）和感知风险（心理方面）不太可能决定投标阶段的不投标行为。调节效应显着，而性别效应不显着。还讨论了这些发现的管理意义以及一些建议。本研究强调了为 C2C 拍卖平台建模未付费投标行为的价值。平台质量（技术方面）和感知风险（心理方面）不太可能决定投标支付阶段的不支付投标行为。调节效应显着，而性别效应不显着。还讨论了这些发现的管理意义以及一些建议。本研究强调了为 C2C 拍卖平台建模未付费投标行为的价值。平台质量（技术方面）和感知风险（心理方面）不太可能决定投标支付阶段的不支付投标行为。调节效应显着，而性别效应不显着。还讨论了这些发现的管理意义以及一些建议。本研究强调了为 C2C 拍卖平台建模未付费投标行为的价值。