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    题名: 拍賣機制的實證研究：由美國eBay 拍賣網站觀察得標價的決定
    作者: 陳嘉宏
    Chen, Chia Hung
    贡献者: 徐麗振
    Hsu, Li Chen
    陳嘉宏
    Chen, Chia Hung
    关键词: eBay拍賣網站
    賣方聲望回饋
    晚出價
    日期: 2009
    上传时间: 2011-10-11 17:02:57 (UTC+8)
    摘要: Lucking-Reiley (2000) 提到eBay 是全世界最大消費者導向拍賣之
    一。Bajari and Hortacsu (2004) 指出線上拍賣存在資訊不對稱， 本研究觀察eBay 拍賣網站潛在競標者對DVD 標的的出價行為，亦即，觀察
    得標價如何被決定及競標者的出價策略為何。
    本研究結論如下：起標價格、賣方聲望回饋、出價次數對得標價
    為正向影響且顯著，拍賣天數對得標價為正向效果但不顯著。賣方聲
    望回饋愈高，愈有經驗競標者的出價策略是愈晚出價。競標者出價策
    略為晚出價， 採取自動出價並出價一次。
    參考文獻: Ariely, Dan and Itamar Simonson (2003), “Buying,Bidding, Playing, or Competing? Value Assessment and Decision Dynamics in Online Auctions,”Journal of Consumer Psychology,13, 113-123.
    Ariely, Dan, Axel Ockenfels, and Alvin E. Roth (2005), “An Experimental Analysis of Ending
    Rules in Internet Auctions,”RAND Journal of Economics, 36, 891-908.
    Ba, Sulin and Paul A. Pavlou (2002), “Evidenceof the Effect of Trust Building Technology
    in Electronic Markets: Price Premiums and Buyer Behavior,”MIS Quarterly, 26, 243-268.
    Bajari, Patrick and Ali Hortacsu (2003), “TheWinner’sCurse, Reserve Prices and
    Endogenous Entry: Empirical Insights from eBay Auctions,”RAND Journal of
    Economics, 34, 329-355.
    Bajari, Patrick and Ali Hortacsu (2004), “EconomicInsights from Internet Auctions,”Journal
    of Economic Literature, 42, 457-486.
    Bart, Yakov, Venkatesh Shankar, Fareena Sultan, and Glen L. Urban (2005), “Arethe Drivers
    and Role of Online Trust the Same for All Web Sites and Consumers? a Large Scale
    Exploratory Empirical Study,”Journal of Marketing, 69, 133-152.
    Bolton, Gary E., Elena Katok, and Axel Ockenfels (2004), “HowEffective Are Electronic
    Reputation Mechanisms? an Experimental Investigation,”Management Science, 50,
    1587-1602.
    41
    Brinkman, U. and M. Siefert (2001), “Face-to-Interface－the Establishment of Trust in the
    Internet: the Case of E-Auctions,”International Journal of Sociology, 30, 23-47.
    Brynjolfsson, Erik and Michael D. Smith (2000), “FrictionlessCommerce? a Comparison
    of Internet and Conventional Retailers,”Management Science, 46, 563-585.
    Dholakia, Utpal M., Suman Basuroy, and Kerry Soltysinski (2002), “Auctionor Agent (or
    Both)? a Study of Moderators of the Herding Bias in Digital Auctions,”International
    Journal of Research in Marketing, 19, 115-130.
    Dholakia, Utpal M. and Itamar Simonson (2005), “The Effect of Explicit Reference Points
    on Consumer Choice and Online Bidding Behavior,”Marketing Science, 24, 206-217.
    eBay Web Site. http://www.ebayinc.com/who.
    Hossain, Tanjim and John Morgan (2006), “… plus Shipping and Handling: Revenue (Non)
    Equivalence in Field Experiments on eBay,”Advances in Economic Analysis and Policy,
    6, Article 3.
    Houser, Daniel and John Wooders (2006), “Reputationin Auctions: Theory and Evidence
    from eBay,”Journal of Economics and Management Strategy, 15, 353-369.
    Lucking-Reiley, David (2000), “Auctionson the Internet: What’sBeing Auctioned, and
    How?”Journal of Industrial Economics, 48, 227-252.
    Lucking-Reiley, David, Doug Bryan, Naghi Prasad, and Daniel Reeves (2007), “Penniesfrom
    eBay: the Determinants of Price in Online Auctions,”Journal of Industrial Economics,
    42
    55, 223-233.
    McAfee, R. P. and John McMillan (1987), “Auctionsand Bidding,”Journal of Economic
    Literature, 25, 699-738.
    Melnik, Mikhail I. and James Alm (2002), “Doesa Seller’sE-Commerce Reputation Matter?
    Evidence from eBay Auctions,”Journal of Industrial Economics, 50, 337-349.
    Milgrom, Paul (1989), “Auctionsand Bidding: a Primer,”Journal of Economic
    Perspectives, 3, 3-22.
    Nawar, Abdel-Hameed (2004), “A Note on Last Minute Bidding in Online Auctions,”
    University of Cairo, Egypt.
    Nielsen Web Site. http://www.nielsen.com.
    Ockenfels, Axel and Alvin E. Roth (2006), “Lateand Multiple Bidding in Second Price
    Internet Auctions: Theory and Evidence Concerning Different Rules for Ending an
    Auction,”Games and Economic Behavior, 55, 297-320.
    Park, Young-Hoon and Eric T. Bradlow (2005), “AnIntegrated Model for Bidding Behavior
    in Internet Auctions: Whether, Who, When, and How Much,”Journal of Marketing
    Research, 42, 470-482.
    Roth, Alvin E. and Axel Ockenfels (2002), “Last-Minute Bidding and the Rules for Ending
    Second-Price Auction: Evidence from eBay and Amazon Auctions on the Internet,”
    American Economic Review, 92, 1093-1103.
    43
    Shaw, Michael J., David M. Gardner, and Howard Thomas (1997), “ResearchOpportunities
    in Electronic Commerce,”Decision Support Systems, 21, 149-156.
    Strahilevitz, Michal Ann and George Loewenstein (2001), “TheDifferential Roles of Gender,
    Previous Ownership, and Time on Attachment to Possessions,”working paper, University
    of Arizona.
    Suter, Tracy A. and David M. Hardesty (2005), “MaximizingEarnings and Price Fairness
    Perceptions in Online Consumer-to-Consumer Auctions,”Journal of Retailing, 81,
    307-317.
    Tversky, Amos and Daniel Kahneman (1974), “Judgment under Uncertainty: Heuristics and
    Biases,”Science, New Series, 185, 1124-1131.
    U. S. Census Bureau News. http://www.census.gov/estats.
    Vragov, Roumen (2005), “WhyIs eBay the King of Internet Auctions? an Institutional
    Analysis Perspective,”e-Service Journal, 3, 5-28.
    描述: 碩士
    國立政治大學
    財政研究所
    95255021
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0095255021
    数据类型: thesis
    显示于类别:[財政學系] 學位論文

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