The Agent Bidding Habit and Use Model (ABHUM) and Its Validation in the Taobao Online Auction Context

Abstract

Online agent bidding is seen as a win–win solution for both bidders and auctioneers in online auctions. However, it has not been as widely adopted as expected. Based on information systems (IS) habit literature, we developed the agent bidding habit and use model (ABHUM) to investigate the factors that influence bidders’ agent bidding use. We propose that perceived bidding agent effectiveness, agent bidding winning experience and bidder rationality are the antecedents of agent bidding habit. Together with perceived bidding agent effectiveness and bidder rationality, agent bidding habit also influences agent bidding use. The social presence of other agent bidders is a moderator in the model. We confirm our model in the context of Taobao, which is the largest electronic online market in China. Our research findings provide new insights for both researchers and practitioners in this field.

Keywords: Bidding agents, Agent bidding, Online auctions, Habit, Taobao, E-commerce, China