“…The auction process involves steps including browsing, viewing, interacting, evaluating, comparing, selecting, bidding, winning, interacting with seller, paying and shipping. Previous studies indicated that bidding willingness is a combination of various factors including personality (impulse tendency), emotion, privacy sensitivity, online security, price, reputation, customized message, online comments (Cheung & Thadani, 2012; Cui et al., 2016; Duan et al., 2008), perceived value and the product itself (Hajli, 2015; Huang & Benyoucef, 2017; Lin &Wang, 2006). This implies that in addition to price, social influence, interaction and emotion induction are increasingly the major determinants associated with behaviours of viewing live broadcast auction shows, messaging auctioneers and bidding goods (Adam et al., 2017).…”