None

　While interactions in the real world bidding are mainly based on face-to-face activities between bidders and auctioneers, interactions in electronic commerce take place mainly through the auction web sites. Although the increasing importance and getting more popular of the online bidding, little has been done in the literature in examining the relationships among the consumer, website and product characteristics. To extend and further our understanding of online bidding intention, this study attempts to identify the key determinants and to examine the effects between these determinants and online bidding intention by providing an integrative research framework through extensive literature review. Further, the hypotheses were proposed and then examined through an empirical study.

　A convenient sampling method was used to select respondents. From the 350 mailed questionnaire mailed in this study, 310 valid and complete questionnaires were collected, yielding a response rate of 88.6%.

　The major findings of this study include: First, this study investigated the relationship between various characteristics of online bidding and they were effective. Second, the results of the regression analyses reveal that the impact on online bidding intention is partially supported with respect to consumer, website and product characteristics.

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