網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下，起始價格以及賣方聲譽對於拍賣結果影響之探討。

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華振漢(Chen-Han Hua) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下，起始價格以及賣方聲譽對於拍賣結果影響之探討。
(External Cue Consistency in Online Auction： Effect of Starting Price and Sellers’ Rating Under Different Information Asymmetry Levels)

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摘要(中)

本篇研究主要在探討網路拍賣中，不同的資訊不對稱程度下，起始價格和賣方聲譽之間的交互作用對於結標價格的影響。研究結果指出，在高資訊不對稱時，這兩個外部線索的一致，將會導致賣方獲利的提高，然而在低資訊不對稱時並無顯著的影響。線索一致理論以及線索利用理論被用來解釋這種形情。而拍賣的成功率在本篇研究也有被討論，結果指出，在高資訊不對稱的時候，賣方聲譽將會顯著的提升拍賣的成功率。總之，本篇研究發現，在低資訊不對稱的情況下，賣方聲譽對拍賣結果並不會有顯著的影響。在高資訊不對稱的情況下，高聲譽的賣家可以設定高的起始價格以提高結標價格以及拍賣成功率。

摘要(英)

This study examined the interactive effect of starting price and seller’s reputation on final price and the probability of auction success under different information asymmetry levels in online consumer-to-consumer auction. As these two extrinsic cues are consistent under high information asymmetry, seller earnings increase. However, the influence of the cue consistency on the final price is not observed under low information asymmetry. Both the cue consistency theory and cue-utilization theory explain this condition. The probability of auction success is also evaluated and, higher seller’s reputation positively impacts the probability of auction success under high information asymmetry. In summary, these findings suggest that seller’s reputation will not influence the results of auctions significantly under low information asymmetry. Under high information asymmetry sellers receive greater earnings as well as high probability of auction success by setting high starting price when seller’s reputation is high.

關鍵字(中)

★ 起始價格
★ 外部線索
★ 網路拍賣
★ 聲譽
★ 資訊不對稱
★ 拍賣成功率

關鍵字(英)

★ starting price
★ extrinsic cues
★ online auction
★ information asymmetry
★ reputation
★ final price
★ the probability of auction succes

論文目次

1. INTRODUCTION 1
2. CONCEPT BACKGROUND 4
2.1. THE TRADITIONAL ENGLISH AUCTION MODEL 4
2.2. INFORMATION ASYMMETRY AND SIGNAL THEORY 6
2.3. CUE-UTILIZATION THEORY 7
2.4. THE IMPACT OF STARTING PRICE AND SELLER’S REPUTATION FINAL PRICE AND PROBABILITY OF AUCTION SUCCESS 9
2.4.1. Starting Price 9
2.4.2. Seller’s Reputation 10
2.5. HYPOTHESES 12
2.5.1. The impact of starting price and seller’s reputation on final price and probability of auction success when information asymmetry is low 12
2.5.2. The impact of seller’s reputation on final price and probability of auction success when information asymmetry is high 14
2.5.3. The impact of the interaction of seller’s reputation and starting price on final price and probability of auction success when information asymmetry is high 15
2.5.3.1. The impact of the starting price on final price and probability of auction success when seller’s reputation is low 16
2.5.3.2. The impact of the starting price on final price and probability of auction success when seller’s reputation is high 18
3. METHOD 21
3.1. THEORETICAL FRAMEWORK 21
3.2. PRETESTS 22
3.3. SAMPLE AND DATA COLLECTION PROCEDURE 24
4. DATA ANALYSIS 26
4.1. HYPOTHESIS TESTS 27
4.1.1. The effect of starting price and seller’s reputation ratings on the final price under low information asymmetry levels. 29
4.1.2. The effect of starting price and seller’s reputation ratings on the final price under high information asymmetry levels. 30
4.1.3. The effect of starting price and seller’s reputation on the probability of success auction under low information asymmetry levels. 32
4.1.4. The effect of starting price and seller’s reputation on the probability of success auction under high information asymmetry levels. 32
5. DISCUSSION AND CONCLUSION 34
5.1. DISCUSSION 34
5.2. CONCLUSION 35
5.3. MANAGERIAL IMPLICATIONS 36
5.4. LIMITATIONS 38
REFERENCE 39
Table and Figure
Table 1: Pretest results: ability to judge service performance 23
Table 2: The Effects of Starting Price, Seller’s Reputation Ratings, and on Final Price under Different Information Asymmetry Levels 27
Table 3: The Result of ANOVA under Low Information Asymmetry……28
Table 4: The Result of ANOVA under High Information Asymmetry……28
Table 5: Means of simple main effect of seller’s reputation ratings by starting price 31
Figure 1: Theoretical Framework of this Study 21
Figure 2: The Interactive Effect on Final Price 29
Figure 3: The Interactive Effect on Final Price 31

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指導教授

謝依靜(Yi-Ching Hsieh)

審核日期

2006-6-22

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