University of Twente Student Theses


First, Second, Third...Sold! : factors influencing the purchase intention at auctions

Roth, Vivian Alexandra (2016) First, Second, Third...Sold! : factors influencing the purchase intention at auctions.

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Abstract:The present study investigates factors that determine the purchase intention to buy goods at offline auctions. When taking into account the literature gap regarding comprehensive evaluations of offline auctions, the relevance of the study becomes evident. A model is presented which combines components from the theory of Planned behavior as well as the factors perceived value influenced by perceived quality, perceived price, and trust influenced by reputation and service quality which can have an influence on the purchase intention at auctions. Data were collected from 211 respondents by an anonymous survey and distributed to auction visitors, from which 191 filled in the questionnaire completely. By help of a hierarchical regression analysis, it was found that attitude, perceived value, perceived product quality, perceived price and trust are significant predictors of purchase intention at auctions. A Sobel test found that perceived value and trust act as mediators for purchase intention at auctions. This model allows relevant insights for auction businesses as they can provide consumers with more satisfying conditions to bolster buying intention. Consumers can profit as they make buying decisions more consciously and get away from bulk buying and the support from mass production.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Awards:Best Paper Award 2014
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