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Determinants of bidding behaviours on live broadcast auction platforms: Goal desire perspective
Author(s) -
Wu ChienHsing,
Kao ShuChen,
Lin JiaSing
Publication year - 2021
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/ijcs.12635
Subject(s) - bidding , real time bidding , perspective (graphical) , ebidding , perception , psychology , value (mathematics) , social psychology , microeconomics , advertising , business , economics , computer science , artificial intelligence , neuroscience , machine learning
Abstract Based on the goal‐directed behaviour theory, this article presents a research model including aspects of goal desire, live perception and past behaviour to identify determinants of bidding intention on the live broadcast auction platform. Analyses were based on data from 476 subjects. Results show that bidding desire or motivational attitude, significantly influences bidding intention. Subjective norms, both positive (from bidding and winning) and negative (from bidding and not winning) anticipated emotions and that bidding attitude is significantly associated with bidding desire. Positive anticipated emotion has a significant effect on the groups with low frequency of viewing and messaging, but not in the high‐frequency group. Subjective norms have a significant effect on the group with no experience of bidding, but not on the experienced group. Perceived behavioural control has significant effects on the group with experience of messaging and bidding, but not on the group without experience. The research demonstrates the value of goal desire in the domain of modelling bidding behaviour for live broadcast auction platforms.