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    Title: 網路拍賣之招標策略與消費者投標行為之研究-以eBay為例
    An Investigation into the Auction Strategy and Bidder’s Bidding Behavior in Online Auctions:
    Authors: 沈宗奇
    Shen,Chung-Chi
    Contributors: 邱志聖
    郭炳伸

    Chiou, Jyh-Shen
    Kuo, Biing-Shen

    沈宗奇
    Shen,Chung-Chi
    Keywords: 拍賣
    電子商務
    Auction
    Electronic commerce
    Signal
    Feedback
    Date: 2005
    Issue Date: 2009-09-11 17:10:05 (UTC+8)
    Abstract: Past studies have confirmed the importance of reputation in online auction. However, the marginal return to sellers’ feedback rating may be declined after some point in which many sellers have been cumulating certain feedback, and the diagnostic role of reputation for buyers to diminish asymmetric information may lessen. Therefore, besides reputation signal, what potential signals that bidders tend to rely on making purchasing decision in online scenario may need further exploration. Moreover, the heterogeneity of auctioned items may strengthen information asymmetry therein, bidders may perceive higher value for the signals provided by sellers which efficiently reduce transaction risk and facilitate their bidding decision. The purposes of our research are then to investigate the formation process of sellers’ auction strategy and the impacts of four types of signals delivering on the web-page on auction outcomes.
    The data sets used for empirical estimates were coded from eBay auction site United States and Taiwan. Results show that signals such as sellers’ reputation, auction format, product condition, and arguments presented on the web page are significantly related to three outcome variables: number of bids, possibility of auction success and willingness to pay. In addition, we also exhibited that the formation of bidders auction strategy depends upon how many value signals that they possess. Finally, there is evidence in support of the degree of signals on bidders’ need for information is different under product usage status classified. Bidders are inclined to reward more for the signals when being an auction for the used products which have greater uncertainty on its actual performance. We conclude with a discussion of the practical implications of our research findings for online auction and suggestion of future study.
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    Description: 博士
    國立政治大學
    國際經營與貿易研究所
    91351505
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0913515051
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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