以產品價格與成員互動網絡型態探討網拍競標偏好

Bidding Preference for Members in Virtual Community Based on Price of Product and Types of Social Network

10.29416/JMS.201910_26(4).0004

李來錫(Lai-Hsi Lee)；李伊翔(Yi-Hsiang Lee)

虛擬社群 ； 網路拍賣 ； 競標行為 ； 社會網絡分析 ； Virtual Community ； Internet Auction ； Bidding Behavior ； Social Network Analysis

管理與系統

26卷4期（2019 / 10 / 01）

487 - 515

繁體中文

本研究目的是以產品價格與參與成員之互動網絡為基礎下，試圖找尋競標者可能偏好的競標時機。研究以虛擬社群Facebook中之競標社團「球鞋交易中！」為資料抽樣來源，共收集300筆球鞋競標貼文。結果顯示，競標者會因商品之價格群別不同而有不同的競標時機。在競標者互動網絡部分，本文以社會網絡分析法指標將互動狀態分為簡單競標結構、依序競標結構、多位競標結構、複雜多位競標結構與介入競標結構，其中以介入競標結構最具社會網絡規模，本研究也進一步探討介入競標結構所具備之特性。研究結果可做為拍賣者和社群管理人員找到適當的拍賣時機與價格的參考依據。

The aim of this study is to explore bidding preference of members in virtual community by observing the bidding timing on different price of product and types pf social network. Data are collected from the community of ＂bidding shoes!＂ of Facebook. Totally, 300 bidding transaction records are collected. Results show that bidders have different preference on bidding timing in different price of product. Furthermore, the study observes five types of social network of bidders: simple bidding structure, mutual bidding structure, sequential bidding structure, multi-bid structure, complex multi-bid structure and intervention bidding structure according to their characteristics. The most observed type is the intervention bidding structure. And a further study is then conducted to identify bidding behavior on the intervention bidding structure. Results are expected as a reference for sellers and community managers to achieve appropriate auction opportunities.

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