earticle

영어

Given unique features of bidding behaviors such as the joy of finding items, the thrill of bidding, the excitement of winning, it is likely for some bidders to engage in a continued bidding behavior in online auctions, which can possibly be explained from the gambling perspective. Accordingly, this study attempts to integrate the variables from TAM with cognitive absorption and the escalation of commitment from the gambling perspective to explain a bidder’s behavior. The results from 258 responses from our survey show that all the constructs in the study influence a bidder’s willingness to continue bidding in the online auction context. By proposing our research model from the gambling perspective, we can provide an alternative theoretical lens with which to view online bidders, helping to inform how willingness to continue bidding is driven by applying the several concepts such as cognitive absorption, TAM and escalation of commitment.