一口价网上组合拍卖中卖方收益及其影响因子研究
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摘要
随着电子商务的发展,网上拍卖这一方式逐渐盛行起来,并受到越来越多的商业人士以及消费者的关注和青睐。该购买方式极大地提高了购买的效率,降低了购买成本,是一种以价格竞争为中心的资源配置方式。网上拍卖打破了时间和空间的限制,无论是买家还是卖家,都倾向于采用这种方式来进行网上交易,拍卖已经成为互联网上最常见的动态定价方法。
目前,国内拍卖网站对于网上一口价拍卖使用概率比较高,但是如何更好的指导网上拍卖的参与者来更充分的利用这一平台产生更高的收益,是一个有待深入研究的问题。文章在对组合物品一口价拍卖研究之前,对经典拍卖和网上拍卖的一些特点进行了分析,并对相关拍卖文献进行总结;然后在前人研究的内容上做了进一步的完善。
本文以现有网上拍卖为研究背景,结合传统拍卖理论、概率论、运筹学等理论知识,以组合物品为研究对象对网上一口价拍卖展开研究,在总结一口价网上拍卖的基础上,阐述了组合物品在两种不同网上拍卖形式下的卖方收益问题,通过比较分析法对这两种常见的一口价方式——固定一口价和持久一口价下的卖方收益进行理论上的比较研究,得出结论:持久一口价理论上产生的卖方期望收益较固定一口价下的更高。随后文章结合一个实例验证了上述结论。文章最后部分通过对网上拍卖数据的收集、整理,对影响卖方收益的关键因子进行了深入的剖析,利用统计分析软件SPSS建立出影响因子的回归模型,进一步指导一口价拍卖相关因素的设置问题。
Along with the development of electronic commerce, online auction is becoming more and more popular, and receives attention and favor both from the commercial and the public. As a kind of resources allocation way with the center of price competition, it has enormously raised the purchase efficiency and reduced the purchase cost. Online auction has broken the time and the spatial limit, and both the buyer and the seller favor in selecting this method to do online transaction. It already became the most common dynamic price mechanism on the Internet. As one kind of transaction types, online auction is expending from the original collection to multi-billion dollars global market.
At present, the usage of buy-out price auction is so popular in china website, but it still needs deep research how to use it better to get higher income for the sellers who participant in on-line auction. Before the study of combinatorial goods with buyout price option, we analysis the traditional auction and online auction and then make some conclusion and improvement from them.
Based on the online auction, in this article we take the traditional auction theory, and probability theory and logistic knowledge as research tools to study the buyout price online auction. In the article we use combinatorial goods as research object. In summary of the buyout price auction we describe on the basis of the portfolio items in two different forms of online auction of the seller’s revenue, through comparative analysis of the two kinds of common forms of buyout price auctions--fixed buyout price and permanent buyout price, we do some theory comparative research and draw a conclusion: under the two forms of online auction, seller’s revenue in permanent buyout price is relatively higher than the fixed buyout price auction theoretically. Then we use an example to conform the above conclusion. Finally, based on the collected data from buyout price online auction, we do deeply analysis on the impact factors of the seller's revenue, and use the statistical software SPSS to create regression model of the impact factors for further guidance buyout price auction problems.
目前,国内拍卖网站对于网上一口价拍卖使用概率比较高,但是如何更好的指导网上拍卖的参与者来更充分的利用这一平台产生更高的收益,是一个有待深入研究的问题。文章在对组合物品一口价拍卖研究之前,对经典拍卖和网上拍卖的一些特点进行了分析,并对相关拍卖文献进行总结;然后在前人研究的内容上做了进一步的完善。
本文以现有网上拍卖为研究背景,结合传统拍卖理论、概率论、运筹学等理论知识,以组合物品为研究对象对网上一口价拍卖展开研究,在总结一口价网上拍卖的基础上,阐述了组合物品在两种不同网上拍卖形式下的卖方收益问题,通过比较分析法对这两种常见的一口价方式——固定一口价和持久一口价下的卖方收益进行理论上的比较研究,得出结论:持久一口价理论上产生的卖方期望收益较固定一口价下的更高。随后文章结合一个实例验证了上述结论。文章最后部分通过对网上拍卖数据的收集、整理,对影响卖方收益的关键因子进行了深入的剖析,利用统计分析软件SPSS建立出影响因子的回归模型,进一步指导一口价拍卖相关因素的设置问题。
Along with the development of electronic commerce, online auction is becoming more and more popular, and receives attention and favor both from the commercial and the public. As a kind of resources allocation way with the center of price competition, it has enormously raised the purchase efficiency and reduced the purchase cost. Online auction has broken the time and the spatial limit, and both the buyer and the seller favor in selecting this method to do online transaction. It already became the most common dynamic price mechanism on the Internet. As one kind of transaction types, online auction is expending from the original collection to multi-billion dollars global market.
At present, the usage of buy-out price auction is so popular in china website, but it still needs deep research how to use it better to get higher income for the sellers who participant in on-line auction. Before the study of combinatorial goods with buyout price option, we analysis the traditional auction and online auction and then make some conclusion and improvement from them.
Based on the online auction, in this article we take the traditional auction theory, and probability theory and logistic knowledge as research tools to study the buyout price online auction. In the article we use combinatorial goods as research object. In summary of the buyout price auction we describe on the basis of the portfolio items in two different forms of online auction of the seller’s revenue, through comparative analysis of the two kinds of common forms of buyout price auctions--fixed buyout price and permanent buyout price, we do some theory comparative research and draw a conclusion: under the two forms of online auction, seller’s revenue in permanent buyout price is relatively higher than the fixed buyout price auction theoretically. Then we use an example to conform the above conclusion. Finally, based on the collected data from buyout price online auction, we do deeply analysis on the impact factors of the seller's revenue, and use the statistical software SPSS to create regression model of the impact factors for further guidance buyout price auction problems.
引文
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[2]新浪科技.艾瑞咨询发布2010年春节网购年货调研数据报告. http://eladies.sina.com.cn/ shopping/2010/0305/1150975115.shtml,2010/03/05.
[3] On.A.,Dan.A.E-Rationality:Rationality in Electronic Environments?[J].Advances in consumer research. 2002,29:261-264.
[4] R.J.kauffman.,C.A.Wood.Doing their bidding:an empirical examination of factors that affect a buyer's utility in Internet auctions[J].Inf technol manage,2006,7:171-190.
[5] Ariely,D.,Itamar,S.Buying,bidding,playing or competing? Value assessment and decision dynamics in online auctions[J].Journal of Consumer Psychology,2003,13(2):113-123.
[6] J.M.Stibel.Mental models and online consumer behavior[J].Behaviour&Information technology, 2005,24(2):147-150.
[7] Budish,Eric , Lisa N,Takeyama.Buy prices in online auctions: Irrationality on the Internet?[J]. Economic letters,2001,(72):325-333.
[8]雷波,冯中越.网上拍卖研究的进展[J].产业经济评论,2010,9(2):47-57.
[9] Bajari P.,Hortacsu A. Winner's Curse, Reserve Prices and Endogenous Entry:Empirical Insights from eBay Auctions[J].Rand Journal of Economics,2003,34(2):329-355.
[10] Bappna R,Goes P,Gupta A. A Theoretical and empirical investigation of multi-item online auctions. Information Technology and Management,2001:1-23.
[11] Ockenfels A,Roth E A.The timing bids in Internet auctions:Market,Design,Bidder behavior and artificial agents. AI Magazine,2002,fall:79-88.
[12] VakratY,Seidmann A. Analysis and design models for online auctions[C].Proc.Informs Conf. Inform Systems Tech.(CIST)Cincinnati,OH.1999:64-78.
[13] Metha K,Lee B T. Empirical evidence of winner's curse in electronic auctions[C].Proceedings of the 20th International Conference on Information Systems,Cgarkitte,NC, 1999.
[14] Easley F R,R Tenorio.Jump bidding strategies in internet auctions[J].Management science,2004, 50:1407-1419.
[15] Dimitris Bertsimas,Jeffrey Hawkins,Georgia Perakis.Optimal bidding in online auction[D]. MIT, 2001:153.
[16]田剑,唐小我,马永开.增价拍卖中投标方跳跃报价的收益效应研究[J].管理科学,2009,6,(5): 27-31.
[17]杜黎,胡奇英.一类网上英式拍卖:顾客投标行为研究[J].管理科学学报,2006,9(3):31-38.
[18]孔莹.网络购物中的消费者行为分析[J].集团经济研究,2006,8(204):169-170.
[19]皮永华,徐少君.消费者冲动型购买行为信息接触过程分析[J].技术经济,2004(7):20-21.
[20]司自强,秦兴方.消费者的行动逻辑与可持续消费行为的实现路径[J].扬州大学学报(人文社会科学版),2003(6):71-73.
[21]杨兴丽,陈霞,吕廷杰.网上一口价拍卖投标者策略研究[J].管理科学,2007,20(4):57-61.
[22]钱进宝.网上拍卖竟买者的竞价行为及其影响因素研——来自孔夫子旧书网的实证[D].西安:西安理工大学,2008.
[23]吕浩,周晶.含“一口价”选项在线拍卖的决策研究[J].现代管理科学,2007(6):3-5.
[24]黄河,陈剑.具有计算复杂性的VCG机制投标策略研究[J].管理学报,2008,5(4):505-510.
[25]马俊,汪寿阳,黎建强.网上拍卖的理论与实务[M].北京:科学出版社,2003:5-6.
[26] Wilcox R.T. Experts and amateurs:The role of experience in Internet auctions.Marketing Ltters, 2000,11(4):363-374.
[27] Segev A.,Beam C.,Shanthikumar J.G..Optimal design of internet based auctions[J].Information technology and management,2001,2(2):121-163.
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