影響網路拍賣參與訂價因素之探討

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姓名

林美霞(Mei-Hsia Lin) 查詢紙本館藏

畢業系所

企業管理學系在職專班

論文名稱

影響網路拍賣參與訂價因素之探討
(The Determinates of Participative Pricing in Online Auction)

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摘要(中)

本研究探討線上參與訂價的價格決定因素。自2006年11月4日至12月26日止，從台灣Yahoo拍賣網站蒐集1013筆飯店住宿卷拍賣成交資料，以迴歸分析探討拍賣中影響結標價的決定因子(determinates)。由於住宿卷產品同質性高，同一飯店同一產品具有價格共通性(Common Value)，結標價不同可能是因為競標策略或其他變數的影響，對這些變數的研究可以讓我們了解隱含在拍賣參與訂價的過程中的消費者行為。
資料分兩群，分有直購價與無直購價，分別觀察在有直購價下與無直購價下個別自變數對結標價的影響。實證結論如下：
（1）商品數量與結標價為負向關係。
（2）起標價對結標價沒有顯著影響。
（3）出價次數是拍賣氛圍的表徵，對結標價具正向關係。
（4）直購價對結標價有正向影響。
（5）最小出價增額對結標價的影響權重最重，且為正向關聯。
（6）運費在無直購價情境中有正向影響，在有直購價的情境下，淡化到不具影響力。
（7）買家評價對結標價影響未達顯著水準。
（8）賣家評價於無直購價中的參考作用比在有直購價情境中高，無直購價中賣家評為正向顯著影響、賣家正評為負向顯著影響、賣價負評為負向顯著影響。在有直購價的拍賣中，唯有賣家正評為負向顯著影響。
（9）刊登天數對拍賣結標價影響未達顯著水準。
(10) 第一位投標者出價對結標價有正向影響。
(11) 結標時間為晚間時段在有直購價情境下高度正向影響，在無直購價下影響未達顯著水準。
（12）延遲出價(late bidding)在有直購價情境下對結標價有負面高度影響，在無直購價下影響未達顯著水準。
（13）1元起要對結標價有高度負向影響。

摘要(英)

This paper presents an exploratory analysis of the determinants of participative pricing in online auction for collectable Taiwan hotel coupon at Yahoo Web site. Starting from November 4 through December 26, we have obtained 1013 closing auction data, and perform multiple regression analysis on a restricted sample of the 1013 data.
We choose auction transaction data on hotel coupon as our research data due to its homogeneous and obvious common value. It leaves us room to measure the variables influence on the auction final price.
We separated the data into two groups, one is listing buyout price and another is without listing buyout price, observed the price determinants effect and magnitude on the auction final price. We have thirteen major finding.
(1). Item quantity has a negative effect on the final auction price.
(2). Minimum bids have no significant effect on the final auction price.
(3). Number of bids have positive effects on the final auction price.
(4). Buyout price has positive effect on the final auction price.
(5). Minimum bid increment has positive effects on the final auction price.
(6). Freight has a much greater effect on the final auction price when there is no listing buyout price than under listing buyout price.
(7). Buy’s feedback ratings have no effect on the final auction price.
(8). Seller’s feedback ratings have a much greater effect on the final price when there is no listing buyout price than under listing buyout price. Seller’s positive feedback ratings have a negative impact on the final auction price. Seller’s negative feedback ratings have a significant negative impact on the final auction price when there is no listing buyout price; have no effect under listing buyout price.
(9) Auction listing day has no effect on the final auction price.
(10). First bidder price has positive effect on the final auction price.
(11). Listing auction at night time has significant positive effects on the final price under listing buyout price, have no effect when there is no listing buyout price.
(12). Late bidding has significant negative impact on the auction final price under listing buyout price, has no effect when there is no listing buyout price.
(13). One dollar minimum bid has significant negative impact on the auction final price.

關鍵字(中)

★ 延遲出價
★ 網路拍賣
★ 參與訂價
★ 贏家詛咒
★ 資訊不對稱
★ 線上拍賣

關鍵字(英)

★ late bidding
★ winner's curse
★ online auction
★ internet auction
★ participative pricing
★ asymmestric information

論文目次

目錄………………………………………………………………………………I
圖目錄……………………………………………………………………………II
表目錄……………………………………………………………………………III
第壹章緒論……………………………………………………………………1
第一節研究動機……………………………………………………1
第二節研究目的……………………………………………………3
第三節研究流程……………………………………………………4
第貳章文獻探討………………………………………………………………5
第一節拍賣方式與商品數量………………………………………6
第二節起標價、出價次數與第一位投標人出價…………………8
第三節直購價………………………………………………………10
第四節延遲出價……………………………………………………14
第五節運費與出價增額……………………………………………16
第六節評價機制與拍賣期間………………………………………18
第七節其他網路拍賣相關功能……………………………………22
第參章研究方法………………………………………………………………24
第一節研究架構……………………………………………………24
第二節研究假說……………………………………………………28
第三節變數操作性定義……………………………………………33
第四節研究對象……………………………………………………34
第五節資料蒐集與分析方法………………………………………35
第肆章研究結果………………………………………………………………36
第一節無直購價拍賣之迴歸分析…………………………………36
第二節有直購價拍賣之迴歸分析…………………………………45
第伍章結論與建議……………………………………………………………55
第一節研究結論……………………………………………………55
第二節論文發現……………………………………………………57
第三節行銷建議……………………………………………………59
第三節研究限制……………………………………………………60
第四節未來研究方向………………………………………………61
參考文獻…………………………………………………………………………62

參考文獻

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指導教授

林建煌(Chien-Huang Lin)

審核日期

2007-7-25

推文