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題名：線上拍賣策略對拍賣結果之影響--比較英式拍賣與Vickrey拍賣網站之出價方式
書刊名：中山管理評論
作者：林居鴻／林信惠 引用關係／楊俊傑
作者(外文)：Lin, Chu-hung／Lin, Hsin-hui／Yang, Chun-chieh
出版日期：2010
卷期：18:1
頁次：頁67-100
主題關鍵詞：線上拍賣；策略；英式拍賣；Vickrey拍賣；電子商務；Online auction；Strategy；English auction；Vickrey auction；E-commerce
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:29
英式拍賣(最高價開放式投標)與Vickrey拍賣(次高價密封式投標)是最常被使用的傳統拍賣策略，卻無法直接複製成線上拍賣。eBay為全球最大拍賣網站，由系統代理自動出價，實現次高價密封式投標，近似Vickrey拍賣；Yahoo為台灣最大拍賣網站，由買方彼此公開喊價，採最高價開放式投標，近似英式拍賣。本研究從線上拍賣經營角度，探討兩種策略差異，並以實地實驗法進行拍賣模擬，將受測者分派在兩個不同拍賣策略的拍賣網站進行競標，以比較成交價、滿意度、交易活絡度之差異，找出最佳拍賣策略。研究結果顯示，兩者「成交價」並無顯著差異；而Vickrey拍賣上的買家「滿意度」較高，並受認知型態與性別的交互作用影響。這些發現能對線上拍賣經營者、賣家及買家帶來新的啟示。
期刊論文
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研究報告
1.Cox, R.,(2005)。“Bid increments in second-price sealed bid auctions.”。  new window
圖書
1.Nunnally, Jum C.、Bernstein, Ira H.(1978)。Psychometric Theory。McGraw-Hill。  new window
2.Miller, James D.(2003)。Game theory at work: How to use game theory to outthink and outmaneuver your competition。New York：McGraw-Hill。  new window
 
 
 
 
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