This project investigates the relationships between consumer trust, perceived value and behavioral intention in online auctions. The author intends to integrate the socio-psychology, marketing and economic theories for understanding how consumers conceptualize trust and how it affects their perception and intended behavior. Online auctions is chosen for study because the context of consumer-to consumer (C2C)…
Contents
CHAPTER 1 INTRODUCTION
1.1 Research Problems
1.1.1 Mechanism of Online Auctions
1.1.2 Importance of Consumer Trust in Online Auctions
1.2 Justifications for this Research
1.3 Delimitations of the Research
1.4 Assumption
1.5 Definition of Key Terms
1.6 Research Methodology
1.7 Outline of the Study
1.8 Summary of the Findings
CHAPTER 2 LITERATURE REVIEW
2.1 Theoretical Background
2.1.1 Information Asymmetry
2.1.2 Opportunism
2.1.3 Game Theory
2.1.4 Institutionalism
2.1.5 Transaction Costs
2.1.6 Social Exchange Model
2.1.7 Decision Theory
2.2 Literature Review on Trust
2.2.1 Role of Consumer Trust
2.2.2 Definition of Trust
2.2.3 Typology of Trust
2.2.4 Consumer Trust Building Process
2.2.5 Attributes of Trust
2.2.6 Determinants and Consequences of Trust
2.3 Chapter Summary
CHAPTER 3 CONCEPTUAL FRAMEWORK AND HYPOTHESES
3.1 Development of Conceptual Framework
3.1.1 Consumer Trust Building Model
3.1.2 Behavioral Intention Model
3.2 Model’s Components
3.3 Chapter Summary
CHAPTER 4 RESEARCH METHODLOGY
4.1 Sample and Sampling Procedures
4.2 Questionnaire Design and Testing
4.2.1 Literature Review
4.2.2 Content Analysis
4.2.3 Focus Group Discussion
4.2.4 Exploratory Study
4.2.5 Pilot Study
4.3 Data Collection
4.4 Operation of the Constructs
4.4.1 Questionnaire Administration
4.4.2 Measurement of the Factors
4.5 Data Analysis Methods
4.5.1 Descriptive Analysis
4.5.2 Factor Analysis
4.5.3 Structure Equation Modeling
4.6 Chapter Summary
CHAPTER 5 RESULTS AND HYPOTHESES TESTING
5.1 Descriptive Analysis
5.1.1 Sample Profile
5.1.2 Bidding Pattern
5.1.3 Description of Measurement Items/Variables
5.1.4 Data Screening
5.2 Factor Analysis
5.2.1 Exploratory Factor Analysis (EFA)
5.2.2 Confirmatory Factor Analysis (CFA)…
Consumer Trust Online Auctions
Source: City University of Hong Kong
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