||Internet-based C2C auctions have been one of the more successful applications in electronic commerce. The major C2C online auction providers are considering extending online auctions to mobile platforms. A survey was conducted in a leading online auction website in Hong Kong to investigate the attractiveness of a variety of mobile auction features, intention to adopt, and willingness to pay among active users. Study 1 shows that online auction users favor informational features over transactional features and display a general unwillingness to pay for mobile auction services. The analysis also finds significant differences in preferences between buyers and sellers, high and low auction usage, and men and women. Study 2 examines the value structure behind adoption intention drawing on market choice theory. The results show that epistemic value and emotional value are the two best predictors of adoption over monetary and social value. This research contributes to the limited empirical research on mobile auctions and extends the technology adoption literature in Information Systems. Keywords: Mobile Auctions, Adoption Intention, Willingness to pay, Value Structure.