English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110934/141859 (78%)
Visitors : 47680631      Online Users : 705
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29955
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29955


    Title: 產品屬性與拍賣設定對網路拍賣結果之影響
    Authors: 陳佑阡
    Contributors: 張愛華
    陳佑阡
    Keywords: 網路拍賣
    產品屬性
    Date: 2005
    Issue Date: 2009-09-11 16:56:16 (UTC+8)
    Abstract: 科技與網際網路不斷地發展,出現了虛擬的網路拍賣,網路拍賣不僅是透過網頁以虛擬的方式進行,其所使用的拍賣制度以及拍賣商品種類也因為透過網路而與傳統拍賣有所差異。過去學者亦曾針對網路拍賣的性質進行研究,但隨著網路拍賣的快速發展,拍賣商品的性質亦趨於多元化,因此本研究試圖比較不同產品類別間之差異,以提供網路拍賣的使用者作為在訂價與競價時的參考。
    本研究探討起標價格、刊登時間長短、額外運送費用、使用者評價…等網路拍賣之特性對網路拍賣結果,亦即對競標人數、成交機率以及結標價格之影響。同時並加入「產品價格評估容易程度」以及「功利-享樂屬性」兩項產品屬性變數作為本研究之調節變數,以觀察不同產品屬性之拍賣是否有所差異。
    而研究結果顯示:
    一、 賣方可以利用降低起標價格、一元起標、以及取消拍賣底價的策略 以收到聚集人氣而使得競標人數增加的效果。
    二、 賣方除了降低起標價格或利用一元起標的策略,尚可透過提供更多樣化的付款方式以促使成交機率的增加。
    三、 結標價格的高低,僅會受到起標價格高低的影響。
    四、 若拍賣商品的產品屬性不同,賣方確實應該要針對不同的產品屬性作出不同的拍賣設定,方能獲致較佳的拍賣結果。
    Reference: 中文部份
    (1) 陳歷鋒,「網際網路拍賣機制之初探研究」,國立台灣大學商學研究所碩士論文,民國89年。
    (2) 江翔煇,「網路拍賣參與者行為之研究」,大葉大學資訊管理研究所碩士論文,民國89年。
    (3) 張漢伯,「網路拍賣與競標出價行為之研究」,東吳大學企業管理學系碩士論文,民國90年。
    (4) 陳孟鴻,「網路拍賣機制之研究--以台灣E-Bay拍賣網站和台灣YAHOO奇摩拍賣網站為例」,國立交通大學管理科學學程碩士班碩士論文,民國93年。
    (5) 陳佳志,「線上拍賣競標行為之研究:以雅虎奇摩拍賣消費性電子產品市集為例」,國立東華大學企業管理研究所碩士論文,民國93年。
    (6) 周文賢,多變量統計分析-SAS/STAT之應用,台北:智勝文化,民國90年。
    (7) 中華民國電子商務年鑑,經濟部商業司,民國93年。
    (8) 王濟川與郭志剛,Logistic迴歸模型-方法及應用,台北:五南圖書出版公司,民國93年。
    英文部分
    (1) Alba, Joseph, John Lynch, Barton Weitz, Chris Janiszewski, Richard Lutz, Alan Sawyer and Stacy Wood (1997), “Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces,” Journal of Marketing, Vol. 61, Iss. 3, pp.38-53.
    (2) Ariely, Dan, Axel Ockenfels, Alvin E. Roth, (2002), “An Experimental Analysis of Ending Rules in Internet Auctions” Working paper, Harvard Business School.
    (3) Assael, H. (1998), Consumer Behavior and Marketing Actions, 6th ed., South-western College Publishing, Cincinnati.
    (4) Bajari, Patrick and Ali Hortascu (2003), “Winner’s curse, reserve prices, and endogenous entry: empirical insights from eBay auctions,” Rand Journal of Economics, Vol. 34, No. 2, pp.329–355.
    (5) Biswas, Abhijit and Edward A. Blair (1991), “Contextual Effects of Reference Price in Retail Advertisement,” Journal of Marketing, Vol. 55, Iss. 3, pp.1-12.
    (6) Brint, A. T. (2003), “Investigating buyer and seller strategies in online auction”, The Journal of the Operational Research Society, Nov 2003, Vol. 54, Iss. 11, pp.1177-1188
    (7) Beam, Carrie and Arie Segev (1998), “Auctions on the Internet: A Field Study, ” Unpublished manuscript, Haas School of Business University of California, Berkeley.
    (8) Bierman, H. Scott and Luis Fernandez (1998), Game Theory with Economic Applications, Addison-Wesley, USA.
    (9) Bruke, Raymond R. (1997), “Do you see what I see? The future of virtual shopping,” Journal of the Academy of Marketing Science, Vol. 25, Iss. 4, pp.352-360.
    (10) Budish, Eric B. and Lisa N. Takeyama (2001), “ Buy Prices in Online Auctions: Irrationality on the Internet?” Economics Letters, Vol. 72, No. 3, pp.325-333.
    (11) Cramton, Peter (1998), “Ascending Auction”, European Economic Review, Vol. 42, Iss. 3-5, pp.745-756.
    (12) Dhar, Ravi & Wertenbroch Klaus (2000), “Consumer choice between hedonic and utilitarian goods,” Journal of Marketing Research, Feb 2000, Vo. 37, Iss. 1, pp.60-71.
    (13) Dodds, William B., Kent B. Monroe and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol. 28, Iss. 3, pp.307-319.
    (14) D’Souza, Clare and David Prentice (2002), “Auction Strategy and Pricing: Evidnece from an Art Auction,” Marketing Intelligence & Planning, Vol. 20, Iss. 7, pp.417-427.
    (15) Elias, Eric, Hugh Kelly and Paul R. Merlyn (1999), “Internet Auctions - Complementing Commerce with Dynamic Pricing,” Bulletin, Vol. 277, SRI Consulting Business Intelligence.
    (16) Engel, James F., Roger D. Blackwell, and David T. Kollat (1995), Comsumer Behavior, 8th ed., The International Edition: The Dryden Press, Harcourt Brace College Publisher.
    (17) Gilkeson, James H. and Kristy Reynolds (2003), “Determinants of internet auction success and closing price: a exploratory study.” Psychology & Marketing, Vol.20, Iss. 6, pp.597-566.
    (18) Hofacker, Charles F. (2001), Internet Marketing 3rd ed., New York : J. Wiley & Sons.
    (19) Houser, Daniel and John Wooders (2000), “Reputation in Auctions: Theory and Evidence from eBay,” working paper, University of Arizona.
    (20) Holbrook, Morris B. and Elizabeth C. Hirschman(1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun,” Journal of Consumer Research, Vol. 9, Iss. 2, pp.132-140.
    (21) Kagel, John H. and Alvin E. Roth (1995), The Handbook of Experimental Economics, Princeton, N.J. : Princeton University Press.
    (22) Katkar, Rama and David Lucking-Reiley (2001), “Public versus secret reserve prices in eBay auctions: Results from a pokemon field experiment,” Working paper, National Bureau of Economic Research, pp.1-30.
    (23) Kirkegaard, René and Per B. Overgaard (2003), “Buy-out Prices in Online Auctions Multi- unit Demand,” Working paper, University of Aarhus, Denmark.
    (24) Lance, Charles E. (1988), “Residual Centering, Exploratory and Confirmatory Moderator Analysis, and Decomposition of Effects in Path Models Containing Intercations,” Applied Psychological Measurement, Vol. 12, No. 2, June 1988, pp.163-175.
    (25) Lee, Eun-Ju and Jeffrey W. Overby (2004), “Creating Value for Online Shoppers: Implications for Satisfaction and Loyalty,” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 17, pp.54-67.
    (26) Lichtenstein, Donald R. and William O. Bearden (1989), "Contextual Influence On Perceptions Of Merchant-Supplied Reference Prices”, Journal of Consumer Research, Vol. 16, Iss. 1, pp.55-66.
    (27) Lucking-Reiley, David (2000), “Auctions on the Internet: What`s Being Auctioned, and How?” Journal of Industrial Economics, Vol. 48, No. 3, pp.227-252.
    (28) Lucking-Reiley, David, Doug Bryan, Naghi Prasad and Daniel Reeves (2000), “Pennies from eBay: the Determinants of Price in Online Auctions,” Working paper, University of Arizona.
    (29) Lynch, J. and Dan Ariely (1998), “Interactive Home Shopping: Effects of Search Cost for Price and Quality Information on Consumer Price Sensitivity, Satisfaction with Merchandise Selected, and Retention, “ working paper, Marketing Department, Duke University.
    (30) Malhotra, Deepak and J. Keith Murninghan (2001), “Milekd for all their worth: competitive arousal in the Chicago cow auctions,” Working paper, Kellogg Graduate School of Management, Northwestern University.
    (31) Marcoux, Alexei M. (2003), “Snipers, stalkers, and nibblers: Online auction business ethics,” Journal of Business Ethics, Vol. 46, No. 2, pp.163-173.
    (32) Massad, J. Victor and Joanne M. Tucker (2000), “ Comparing Bidding and Pricing between In-Person and Online Auction,” Journal of Product & Brand Management, Vol. 9, No. 5, pp.325-332.
    (33) Mathews, Timothy (2002), “Buyout Options in Internet Auction Markets,” Unpublished Ph.D. thesis, SUNY, Stony Brook.
    (34) McAfee, R. Preston and John McMillan (1987), “Auctions with Stochastic Number of Bidders,” Journal of Economic Theory, Vol. 43, No. 1, pp.1-19.
    (35) Melnik, Mikhail I. and James Alm (2002), “Does A Seller’s eCommerce Reputation Matter? Evidence from eBay Auctions.” Journal of Industrial Economics, Vol. 50, No. 3, pp.337-50.
    (36) Milgrom, Paul R. and Robert J. Weber (1982), “A theory of auctions and competitive bidding,” Econometrica, Vol. 50, No. 5, pp.1089-1122.
    (37) Mittal, Banwari (1989), “Must consumer involement always imply more information search?, ” Advances in Consumer Research, Vol. 16, pp.167-172.
    (38) Olshavsky, Richard W., Andrew B. Aylesworth and DeAnna S. Kempf (1995), “The Price-Choice Relationship: A Contingent Processing Approach,” Journal of Business Research, Vol. 33, No. 3, pp.207-218.
    (39) Parasuraman, A., & Dhruv Grewal (2000), “The impact of technology on the quality-value-loyalty chain: A research agenda,” Academy of Marketing Science. Journal, Vol. 28, Iss. 1, pp.168-174.
    (40) Park, C.Whan, Bernard J. Jaworski, and Deborah J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, No. 4, pp.135-145.
    (41) Park, C. W. And P. Lessig (1981), “Familiarity and its Impacts on consumer decision biases and heuristics,” Journal of Consumer Research, Vol. 8, pp. 223-230.
    (42) Persico, Nicola (2000), “Information acquisition in auctions,” Econometrica, Vol. 68, No. 1, pp.135-148.
    (43) Rao , A. R. and Wanda A. Sieben (1992), “The Effect of Prior Knowledge on Price Acceptability and the Type of Information Examined,” Journal of Consumer Research, Vol. 19, pp. 256-270.
    (44) Reynolds, Stanley and John Wooders (2003), “Ascending Bid Auction with a Buy-Now Price,” draft, University of Arizona, Tucson.
    (45) Rothkopf, Micheal H. (1969), “A model of rational competitive bidding,” Management Science, Vol. 15, No. 7, pp.362-373.
    (46) Sheth, Jagdish N., Bruce I. Newman, and Barara L. Gross(1991), “Why We Buy What We Buy: A Theory of Consumption Values,” Journal of Business Research, Vol. 22, Iss. 2, pp.159-170.
    (47) Szymanski, David M. and Richard T. Hise (2001), “e-Satisfaction: An initial examination,” Journal of Retailing, Vol. 76, Iss. 3, pp.203-230.
    (48) Tatsuka, Maurice M. (1971), Multivariate analysis: techniques for educational and psychological research, New York: Wiley.
    (49) Tellis, Gerard J. and Gary J. Gaeth (1990), “Best Value, price-seeking, and price-aversion: The impact of information and learning on consumer choices,” Journal of Marketing, Vol. 54, No. 2, pp.34-45.
    (50) Thaler, Richard (1985), “Mental Accounting and Consumer Choice,” Marketing Science, Vol. 4, No. 3, pp.199-244.
    (51) Vickrey, William (1961), “Counterspeculation, auctions, and competitive sealed tenders,” Journal of Finance, Vol. 16, No. 1, pp.8-37
    (52) Vincent, Daniel R. (1995), “Bidding off the wall: Why reserve price may be kept secret,” Journal of Economic Theory, Vol. 65, Iss. 2, pp.575-584.
    (53) Ward, Sidne G. and John M. Clark (2002), “Bidding Behavior in Online Auctions: An Examination of the eBay Pokemon Card Market,” International Journal of Electronic Commerce, Vol. 6, No.4, pp.139-155.
    (54) Wilson, Robert (1969), “Competitive bidding with disparate information,” Management Science, Vol. 15, No. 7, pp.446-448.
    (55) Yvonne Durham, Matthew R. Roelofs, Stephen S. Standifird(2004), “eBay’s Buy-It-Now Function : Who, When, and How,” Topics in Economic Analysis & Policy, Vol. 4, Iss. 1, pp.1-22.
    (56) Zaichkowsky, Judith Lynne (1985), “Measuring the involvement construct,” Journal of Consumer Research, Vol. 12, Iss. 3, pp.341-352.
    (57) Zeithaml, Valarie A. (1988), “Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence,” Journal of Marketing, Vol. 52, No. 3, pp.2-22.
    網站部份
    (1) Yahoo! 奇摩拍賣網站,http://tw.bid.yahoo.com/
    (2) eBay台灣,http://www.tw.ebay.com/
    (3) 蕃薯藤網路大調查,http://survey.yam.com/index.html
    Description: 碩士
    國立政治大學
    企業管理研究所
    91355058
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0913550581
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2219View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback