Determinants of Nonpaying Bid Behavior in Online Auction Platforms

Wu, Chien-Hsing; Kao, Shu‐Chen; Ho, ChengHsun

doi:10.1080/15332861.2021.1889817

Cited by 1 publication

(11 citation statements)

References 48 publications

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“…EDT has been widely used in various domains to determine why users or consumers do not continue paying attention, using services, or even purchasing products (e.g. Spiller et al, 2007;Wu et al, 2019;Miranda et al, 2021;Wu et al, 2022;Agnihotri et al, 2023). Particularly, perceived no-value of service is one of the most important causes of dissatisfaction, expressed as unhappiness, frustration, distortion, anger, unkindness, inconsistency, depression, disappointment, ignorance, and/or interaction inadequacy (Zhu et al, 2018;Wu et al, 2022).…”

Section: Edt To Model Discontinuous Behaviormentioning

confidence: 99%

“…Spiller et al, 2007;Wu et al, 2019;Miranda et al, 2021;Wu et al, 2022;Agnihotri et al, 2023). Particularly, perceived no-value of service is one of the most important causes of dissatisfaction, expressed as unhappiness, frustration, distortion, anger, unkindness, inconsistency, depression, disappointment, ignorance, and/or interaction inadequacy (Zhu et al, 2018;Wu et al, 2022). As a rule, consumers may be satisfied with their choice in some respects but not in others, with the overall perception of service being their balance.…”

Section: Edt To Model Discontinuous Behaviormentioning

confidence: 99%

“…YouTuber channel viewers may be unhappy with video contents, such as inconsistent contents and ad interference (Chen et al, 2018). They may also be disappointed with a YouTuber's personality or the fact that they provide inadequate interaction (Wu et al, 2022) or present negative self-disclosure (Hu et al, 2020;Ferchaud et al, 2018). In such cases, the balance of perceptions determines a continuous or discontinuous willingness to view that channel.…”

Section: Edt To Model Discontinuous Behaviormentioning

confidence: 99%

“…Interaction covers communicability or the degree to which individual can interact with others on social networking sites; controllability or the degree to which users perceive that they can manipulate the information flow; and responsiveness or the speed with which a site responds to user needs (Munnukka et al, 2019). Interaction quality is a unique feature of online media, and a main determinant of mutual satisfaction and behavioral intention (Hu et al, 2020;Wu et al, 2022). Parasocial interaction theory proposes that impulse buying results from mutual interactions inducing positive emotions and behavioral intention (Xiang et al, 2016), with parasocial relationship being significantly influenced by audience participation (Kim and Song, 2016;Munnukka et al, 2019).…”

Section: Youtuber Features 241 Interaction Inadequacymentioning

confidence: 99%

“…For YouTubers in particular, a study examined factors such as homophily and trustworthiness associated with intention toward purchase decisions of YouTuber-generated product contents (Miranda et al, 2021). Few studies have investigated negative behaviors to explore why users or viewers pay little or no attention to Internet services (Spiller et al, 2007) and online instant message services (Wu et al, 2019), and why they tend to drop payments for bided products (Wu et al, 2022). In comparison, there is a lack of studies modeling the discontinuous intention of attention to YouTuber channels.…”

Section: Introductionmentioning

confidence: 99%

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Why dropping intention of attention to YouTuber channels?

Wu,

Kao,

Chen

2023

APJML

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PurposeSocial participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.Design/methodology/approachInspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.FindingsAnalysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.Originality/valueWhile existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

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