Exploring the acceptance of mobile auctions in China

The growth of mobile phone usage and online auctions in China has been extremely rapid. Recently, these trends have started to converge, as online auctions players such as Eachnet (eBay China) try to diversify and gain competitive advantage via the creation of mobile auctions. Although relatively embryonic, the potential for this new business model is immense. With this in mind, we were interested to learn how likely m-auctions are to be accepted and used. The research question we attempt to answer is: "What factors are likely to influence attitudes and behavioural intention towards mobile auctions in China?" The methodology is based on the testing of a statistical model founded on the technology acceptance literature with a sample of more than 200 respondents. The findings are then discussed in light of the theoretical literature. The paper rounds off with a summary and conclusions, examining implications for future research and practice.