Results of this study show the perceived usefulness and the willingness of Brazilians to use a multi-attribute reverse auction e-commerce. Regarding research limitations, this study is limited to the Brazilian market, thus limiting extrapolations.
REASON WHY, MOTIVATION AND DATA COLLECTION
Objective
Motivation
Methodology – brief description
LITERATURE REVIEW
E-commerce definition and its evolutions through time
It is globally accepted that e-commerce began in the 1960s, when companies began using EDI (Electronic Data Interchange) to share business documents (eg product orders; debit and credit documents) with other companies (Khan, 2020) ; in 1979, ANSI (American National Standards Institute) developed ASC X12 as a universal standard for companies to share documents through electronic networks (Khan, 2020). In the 1980s, the world economy contributed to a significant increase in the number of individuals and organizations that began to share electronic documents, and in the 1990s, the emergence of eBay and Amazon completely changed and revolutionized the e-commerce industry.
E-commerce Globally
In 2020, when the period of the COVID-19 pandemic affected the global economy, people's behavior changed in terms of how they interacted with each other. At a time when the World Health Organization (WHO) announced pandemic guidelines for restrictions to prevent the spread of the virus, and the global economic crisis called (Bhatti, et al., 2020; Ma, 2020; Ye, 2020). .
E-commerce business models
- B2C E-commerce
- B2B E-commerce
- B2G E-commerce
- Mobile Commerce
- E-procurement and Reverse Auction Systems
This type of e-commerce is expected to grow in the future as it reduces costs and perceived risks by using the platform as an intermediary (Nemat, 2011). Mobile commerce is another type of e-commerce that can be defined as any process that transfers ownership or rights to order and use goods and services; it is performed using mobile access to networks on an electronic device (Abdelkarim and Nasereddin, 2010).
E-commerce in Brazil
By 2025, the Brazilian e-commerce market is expected to increase by 95% and reach US$79 billion in revenue, according to market reports. The forecast is double the growth rate of the world market, which is expected to increase by 55.3% and reach more than 8 trillion USD in transaction value (Baguete, 2022).
Brazilian Internet Users and their Purchase Behavior Online from
Inflation is expected to rise for the 16th time, with the Index of Prices for the Broad Consumer (IPCA) hovering around 7.89% by the end of 2022. In 2018, a survey by PayPal showed that, of the total spent in the 12-month (from March 2017 to March 2018) of Brazilian online shoppers, about 14% occurred through smartphones.
E-commerce in Brazil - Actual Situation – 2021/2022
Regarding the reasons why Brazilians use the Internet, the main ones are for "finding information", "searching how to do things" and "searching for brands", along with others listed in chart 4 (Kemp, 2022) . Credit card was the most used method for digital purchases in the first three months of 2022, representing 82.6% of total revenue (Yuge, 2022).
Auction Definition and Electronic Auction
Electronic Reverse Auction
- Multi Attribute Electronic Reverse Auction
- Disadvantages of Electronic Reverse Auction
- Electronic Reverse Auction and the Public Sector
Unlike the traditional auction, the reverse auction is characterized by the fact that the auction winner is usually the one who offers the lowest price for acquisition, after many rounds among bidders. Multi-attribute electronic reverse auction is an online mechanism for bidding, considering one buyer and many involved sellers. Many factors can also influence the creation of a reverse auction with multiple attributes, such as goods or services, trading methods, buyer preference and buyer/seller feedback (Menezes et al. state that when it comes to traditional electronic reverse auction, where the price is the only and most important variable to consider, suppliers usually go by the minimum requirements set by buyers.
On the other hand, in a multi-attribute electronic reverse auction where the buyer considers multiple variables, competition among suppliers is more likely to be fierce. In the public sector, which always strives for the lowest costs, it has specifically adopted the electronic reverse auction.
RESEARCH MODEL AND METODOLOGY
- Research Definition
- TAM Research Model
- External Variables
- Perceived Usefulness (PU)
- Perceived Ease of Use (PEOU)
- Behavioral Intention to Use (BIU)
- Hypothesis
- Investigation Methodology
- Target Population
- Questions Vs Scales
- Data Collection
For the purpose of measuring the use and acceptance of a certain technological system, this model shows three main factors that influence these behaviors: perceived usefulness - PU, perceived ease of use - PEOU - and attitude towards use - ATU (Shroff et al., 2011). Perceived ease of use (PEOU) and perceived usefulness (PU) influence the attitude toward using a system (Sebetci, 2015; Shroff et al., 2011). In other words, perceived ease of use (PEOU) will have a significant impact on behavioral intention to use - BIU (Davis, 1989).
In other words, perceived ease of use (PEOU) will have a significant influence on perceived usefulness – PU (Davis, 1989). In this section, respondents are asked about their perceived ease of use (PEOU) and their perceived usefulness (PU).
RESULTS AND ANALYSIS
Descriptive Statistics
Reverse auction (as shown in the video above) vs LOOKS EASY TO USE to make a purchase”. Most respondents, 84.9%, partially agree and strongly agree that using a reverse auction model would save them time searching for offers on the internet – chart 13. buying process via reverse auction (as shown in video), where I inquire what I want and sellers make me offers, would be MORE PLEASANT for me than always looking for better offers.”.
Through a reverse system, respondents are likely to believe that they would have the best offer for the lowest price, as shown in Figure 15, where 68.6% partially agree and strongly agree with the following statement: “Through the reverse auction system of the purchasing process (such as shown in the video) where I communicate what I want/need and the sellers give me offers, I believe I will get the BEST DEAL FOR THE LOWEST PRICE.”. With a reverse auction buying system (as shown in the video) where I communicate what I want/need and the sellers bid me, I will SAVE MONEY.”.
Results: reliability and validity of measurement items
All factor loadings (Stand. Coef.) show values >= 0.4 which is acceptable for further analysis (Guadagnoli, 1988), and can consider the latent variables adequately explaining the observed variables (Hair et al ., 1995). Both indicators presented the reference threshold above 0.7 and 0.5, respectively, in most cases (Hair et al., 1995). It is also seen that perceived ease of use has a large impact (PEOU), on perceived usefulness (PU), β = 0.6.
Additionally, external variables have a slightly greater impact on perceived usefulness (PU), β = 0.478, compared to the impact it has on perceived ease of use (PEOU), β = 0.444. Perceived has a greater influence on behavioral intention to use (BIU), β = 0.741, than the influence of perceived ease of use (PEOU) on behavioral intention to use (BIU), β = 0.652.
Hypothesis Results
H3: It can be said that in this study, perceived usefulness (PU) affects the behavior, intention to use (BIU). H4: It can be said that in this study perceived ease of use (PEOU) has no effect on behavior intention to use (BIU). H5: It can be said that in this study perceived ease of use (PEOU) affects perceived usefulness (PU).
It is thus possible to say that perceived usefulness (PU) in this study has an influence on behavioral intention to use (BIU). It is thus possible to say that perceived ease of use (PEOU) in this study has an influence on perceived usefulness (PU).
CONCLUSIONS, LIMITATIONS AND FUTURE WORK
Main Conclusions
In this study, we attempted to evaluate Brazilians' acceptance of multi-attribute reverse auction model for B2C e-commerce transactions. Based in the e-commerce and reverse auction literature, this study aimed to identify the acceptance of Brazilians over a multi-attribute reverse auction model for B2C and C2C e-commerce. This study seems to prove that Brazilians' acceptance of multi-attribute reverse auction model for B2C e-commerce is a reality when considering the behavioral intention to use (BIU) found in the results.
Perceived usefulness is the single factor that directly and most influences an individual's behavioral intention to use a reverse auction model when they go shopping. All these findings seem to prove that Brazilians are willing to use a reverse auction model with many e-commerce attributes, as it is perceived as useful in a purchasing process.
Limitations and future work
Retirado da ABCOMM - Associação Brasileira de Comércio Eletrônico: https://abcomm.org/noticias/comercio-electronico-deve-crescer-18-em-2020-e-movimentar-r-106-bilhoes/. Retirado da Agência Brasil: https://agenciabrasil.ebc.com.br/geral/noticia/2016-12/ibge-celular-se-consolida-como-o-principal-meio-de-acesso-internet-no-brasil . Retirado do E-Commerce Brasil: https://www.ecommercebrasil.com.br/noticias/em-alta-e-commerce-cresce-1259-no-primeiro-trimestre-de-2022-aponta-mcc-enet/.
Retirado do PayPal: https://www.paypal.com/stories/br/4-edico-da-pesquisa-paypal-ipsos-o-perfil-do-consumidor-online. Retirado do PayPal: https://www.paypal.com/stories/br/pesquisa-e-commerce-brasileiro-cresceu-37-5-em-um-ano.
Online Questionaire
O processo de compra por leilão reverso (demonstrado no vídeo), onde eu faço uma pergunta e os vendedores me fazem ofertas, PARECE SIMPLES DE USAR para fazer uma compra. O processo de compra por leilão reverso (demonstrado no vídeo), onde eu faço perguntas e os vendedores me fazem ofertas, seria MAIS DIVERTIDO para mim do que procurar as melhores ofertas. Através do processo de compra de leilão reverso (demonstrado no vídeo), onde eu faço uma pergunta e os vendedores me fazem ofertas, eu ECONOMIZARIA DINHEIRO.
Através do processo de compra de leilão reverso (demonstrado no vídeo) onde eu informo uma demanda e os vendedores me dão ofertas, acredito que conseguiria o MELHOR NEGÓCIO PELO MENOR PREÇO. O processo de compra por leilão reverso (demonstrado no vídeo) em que insiro uma demanda e os vendedores me dão ofertas parece ser ÚTIL para mim.
Table of questions, results and hypothesis
The reverse auction buying process (as shown in the video) where you communicate the demand and the seller makes the bids SEEMS SIMPLE TO USE to make the purchase. The process of buying through a reverse auction (as shown in the video) where I notify the demand and the seller makes offers to me. With a reverse auction buying system (as shown in the video) where I communicate the demand and the seller bids, I would SAVE MONEY.”
Through the purchasing process of the reverse auction system (as shown in the video), where I inform a demand and seller makes my offers, I believe that I will have THE BEST DEAL. The reverse auction buying system (as shown in video), where I inform a demand and seller makes offers for me, seems USEFUL to me.”.
