Social interaction and continuance intention in online auctions: A social capital perspective |
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| Authors: | Jyun-Cheng Wang Ming-Jiin Chiang |
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| Affiliation: | aInstitute of Service Science, National Tsing Hua University, Hsinchu, Taiwan, ROC;bDepartment of Information Management, National Chung Cheng University, Chiayi, Taiwan, ROC |
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| Abstract: | This study explores how interaction within an online auction community affects online auction actor intention to continue trading with others. Adopting a social perspective drawing on social capital theory and IS literature, this study investigates how interactions among actors contribute to the creation and advancement of social capital. The analytical results demonstrate that the influence of user interaction on continuance intention in online auctions is mediated by the creation of various dimensions of social capital at the community level. Finally, the implications of the study findings are discussed. |
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| Keywords: | Online auction Social capital Continuance intention Social network |
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