NegotiAuction: An Investigation of Its Possible Adoption

NegotiAuction, a computer system which combines aspects of auctions and negotiations, is expected to overcome limitations in online reverse auctions and multi-attribute online reverse auctions. However, no studies have been conducted to investigate its possible adoption. This study has drawn on an extensive review of literature on theories about innovation adoption, and has proposed a conceptual model for NegotiAuction adoption. Based on the structural equation modeling technique, both linear and non-linear effects on intention to use NegotiAuction were tested. The results show that perceived image was statistically significant in influencing perceived benefit and in turn perceived benefit was statistically significant in influencing intention to use. Practical implications and future studies are also discussed.