Brazillians acceptance on multi-attribute reverse auction model for B2C e-commerce`s

Abstract

Different types of e-commerce’s have been used worldwide for years and among them we have some models such as business-to-business (B2B), business-to-consumer (B2C), business-to-government (B2G), and customer-to-customer (C2C). This study addresses the use of auctions in a business-to-consumer (B2C) model. More specifically, it makes an analysis of the Brazilians acceptance over an e-commerce system which uses an adaptation of the auction variety, the multi attribute reverse auction. Based on a questionnaire applied to a sample of 73 individuals, this study tests the Brazilian individuals´ acceptance on auctions when considering online shopping, using descriptive statistics and confirmatory factor analysis (CFA, a structural equation model), with SPSS tool. It has been employed the technology acceptance model (TAM), previously used in different studies, a measurement scale that we adapted to assess the likability of Brazilians to use a multi attribute reverse auction e-commerce as well as the factors that lead them to that. Results from this study shows the perceived usefulness and the likability of Brazilians to use a multi attribute reverse auction e-commerce. Combining auctions to e-commerce is not yet very studied, therefore this research allows important insights for practitioners and academics. As far as research limitations, this study is limited to the Brazilian market, therefore limiting extrapolations. In practice, the research seems to prove that brands should pay attention to reverse auction e-commerce as another way to allow a unique experience and a complete omni channel strategy, using all the possible touching points to meet consumers purchase behaviors.