Antecedents of intention to use electronic auctions in Jordan: Empirical study on the mediating role of users' attitudes

Abstract

The present study attempted to determine the elements affecting users' opinions about using electronic auctions in Jordan. The study's target audience was Jordanian university students. We randomly selected 600 students from three public universities in Jordan after 600 users from each of the three universities responded to the surveys. The primary data for this study were gathered using a specially created questionnaire that was based on earlier research. SEM software (smart PLS 4.0.8.3) was employed in the evaluation of data. This study looked into the factors that led Jordanians to use electronic auctions and found four indirect significant relationships and ten direct significant relationships. First, user attitudes and independent variables (usefulness, awareness, ease of use, and techno trust) are directly significant antecedents of utilizing e-auctions in Jordan. The use of e-auctions is related to the independent variable in five direct and significant ways: usefulness, awareness, ease of use, digital divide, and techno trust. Thirdly, there are direct and statistically significant correlations between user attitudes and the independent variables (usefulness, awareness, ease of use, and techno trust). Fourthly, there appears to be a clear and significant link between user attitudes and the intention to use e-auctions. Fifth, there are four mediated meaningful indirect correlations between the intention to use e-auctions and the independent variable. The findings of the current study are based on a number of factors that affect the demand for e-commerce in Jordan. They also include some recommendations for academics and decision-makers in e-marketing affairs. The current study also contributes in identifying challenges and suggestions that would overcome obstacles related to shopping operations through e-auctions. The factors examined in this study have been the subject of prior research. The data gathered in this study are valuable to Jordanian decision-makers and web developers, as the data can be used to create efficient policies and strategies to launch work on electronic auction platforms.