Huang, Yi‐Chun; Jim Wu, Yen‐Chun; Wang, Yu‐Chun; … - In: Management Decision 49 (2011) 5, pp. 784-800
Purpose – The aim of this study was to draw on the theory of planned behavior (TPB) and attempt to identify the factors influencing the customer decision to purchase via online auctions, focusing on how managers selling via online auctions can modify product positioning and promotion decisions...