social interaction and continuance intention in online auctions a social

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1、DecisionSupportSystems47(2009)466–476ContentslistsavailableatScienceDirectDecisionSupportSystemsjournalhomepage:www.elsevier.com/locate/dssSocialinteractionandcontinuanceintentioninonlineauctions:Asocialcapitalperspectiveab,⁎Jyun-ChengWang,Ming-JiinChiangaInstituteofServiceScience,Nationa

2、lTsingHuaUniversity,Hsinchu,Taiwan,ROCbDepartmentofInformationManagement,NationalChungChengUniversity,Chiayi,Taiwan,ROCarticleinfoabstractArticlehistory:ThisstudyexploreshowinteractionwithinanonlineauctioncommunityaffectsonlineauctionactorReceived3September2007intentiontocontinuetradingwi

3、thothers.AdoptingasocialperspectivedrawingonsocialcapitaltheoryandReceivedinrevisedform17January2009ISliterature,thisstudyinvestigateshowinteractionsamongactorscontributetothecreationandAccepted15April2009advancementofsocialcapital.Theanalyticalresultsdemonstratethattheinfluenceofuserinter

4、actiononAvailableonline3May2009continuanceintentioninonlineauctionsismediatedbythecreationofvariousdimensionsofsocialcapitalatthecommunitylevel.Finally,theimplicationsofthestudyfindingsarediscussed.Keywords:Onlineauction©2009ElsevierB.V.Allrightsreserved.SocialcapitalContinuanceintentionSo

5、cialnetwork1.Introductionnantsofvirtualcommunitysuccess.Researchersandonlinepracti-tionersfaceanimportantproblem,namelywhypeoplecontinuetoOnlineauctioninghasproventobeoneofthemostsuccessfulandtradewithstrangersonlinegiventheuncertaintyandtheinfluenceofrapidlygrowingbusinessmodelsforelectro

6、niccommerce.Usersofinteractionmechanisms(suchasreputationsystems)ontheironlineauctionsrangefromindividualsconductingonline“garageattitudeandonlinebehavior,suchastrust/trustworthinessandsales”,tocompaniesliquidatingunwantedinventory[7],andbusi-continuanceintention/behavior.Thisquestionhasn

7、otyetbeenness-to-business“hubs”.However,unliketraditionalauctions,onlineexploredandremainsvagueandunsystematic.auctiontransactionsarelimitedbytwoformsofuncertainty:Previousstudieshaveclassifiedthemotivationsofcontinuanceuncertaintyregardingthequalityorconditionoftheg