There has been a dramatic growth of individuals using online auctions especially within Summary statement of contributionsThe discovery of attitudes, personal abilities, trust and intentions as influential factors within the current research further highlights the need for online auction site marketing messages that emphasise aspects, like convenience and ease of use, while enhancing consumer confidence in the service provider. The attitude and satisfaction related variables identified in the current research are invaluable in terms of attracting new online auction site consumers, and retaining the existing consumer base.