题名

Impact of Reputation Information on Bidding Price for Online Auction

并列篇名

線上拍賣評價資訊對競標價格之影響

DOI

10.6188/JEB.2006.8(2).01

作者

范懿文(Y. W. Fan)；陳志忠(C. C. Chen)；謝翠娟(T. J. Shieh)

关键词

線上拍賣 ； 競標價格 ； 評價資訊 ； Online auction ； bidding price ； reputation information

期刊名称

電子商務學報

卷期/出版年月

8卷2期（2006 / 06 / 01）

页次

163 - 192

内容语文

英文
中文摘要

在蓬勃發展的線上拍賣市場上，賣方希望能夠提高成交價格來獲取最大利潤。因此，學術界與實務界都非常重視影響線上拍賣成交價格因素之研究議題。本研究針對線上拍賣之賣方評價資訊對競標價格的影響進行實徵研究，針對民國92年10月到民國93年4月的實際拍賣成交資料進行資料收集與分析。研究結果發現，賣方的負面評價對成交價格有直接影響，然而賣方的正面評價則是透過競標次數來間接影響成交價格。
英文摘要

A growing number of organizations and individual sellers are selling products or rights of service through online auction markets, such as eBay or Yahoo. Online auction is a new way to exchange products or rights of service by all participants through the Internet. Sellers hope that the final bidding price can be settled as high as possible so that they can maximize their profit from these online auction transactions. However, it is not clear to both academic researchers and practitioners that what information will influence the final bidding price in online auction transactions. This research aims to investigate the impact of sellers' reputation information on bidding price for online auction. Based on the sample data collected from the real auction transactions from Oct. 2003 to Apr. 2004, the results of this research indicate that the final bidding price for online auction is directly affected by the sellers' bad reputation provided by the online auction market in the Internet, and that sellers' good reputation has an indirect influence on the final bidding price, where the number of bids plays as a mediate variable.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
参考文献
  1. About eBay
  2. About eBay Taiwan
  3. CMIT Working Paper 98-WP-1031
  4. Bierman, H. S.,Fernandez, L. F.(1993).Game theory with economic applications Reading.MA:Addison-Wesley.
  5. Boulding, W.,Kirmani. A.(1993).A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality.Journal of Consumer Research,20,111-123.
  6. Brinkman, U.,Siefert. M.(2001).Face-to-interface-The establishment of trust in the Internet: The case of e-auctions.Journal of Sociology,30(1),23-47.
  7. Coveted or overlooked? The Psychology of bidding for comparable listings in digital auctions
  8. Gilkeson, J.,Reynolds, K.(2003).Determinants of internet Auction Success and Closing Price: An Exploratory Study.Psychology & Marketing,20(6),537-566.
  9. Hansen, R. G.(1985).Empirical testing of auction theory.American Economic Review: AEA Papers and Proceedings,72,156-159.
  10. Hendricks, K.,Paarsch, H. J.(1995).A survey of recent empirical work concerning auctions.The Canadian Journal of Economics,28(2),403-426.
  11. Jacoby, J.,Chestnut, R. W.,Hoyer. W. D.,Sheluga. D. W.,Donahue, M. J.,H. K. Hunt(Ed.)(1978).Advances in consumer research.Ann Arbor, MI:Association for Consumer Research.
  12. Kirmani. A.,Rao. A.K.(2000).No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality.Journal of Marketing,64,66-79.
  13. Klein, S.(1997).Introduction to electronic auctions.Electronic Markets,7(4),3-6.
  14. Kulkarni, S.P.(2000).The Influence of Information Technology on Information Asymmetry in Product Markets.Journal of Business and Economic Studies,6(1),55-71.
  15. Lee, H. G.(1996).Electronic brokerage and electronic auction: the impact of IT on market structures.Proceedings of the 29th annual Hawaii international conference on system sciences
  16. McAffee, R. P.,McMillan, J.(1987).Auctions and bidding.Journal of Economic Literature,25(2),699-738.
  17. Mishra, D.P.,Heide, J. B.,Cort, S. G.(1998).information Asymmetty and Levels of Agency Relationships.Journal of Marketing Research,35,277-295.
  18. Rao. A.R.,Qu, L.,Ruekert, R.W.(1999).Signaling Unobservable Product Quality Through a Brand Ally.Journal of Marketing Research,35,258-268.
  19. Spence, M.(1973).Job market signaling.Quarterly Journal of Economics,87(3),355-374.
  20. Stigler G. J.(1967).Imperfections in the Capital Market.Journal of Political Economy,75(3),287-292.
  21. Stigler, G. J.(1961).The Economics of Information.Journal of Political Economy,69,213-223.
  22. Tirole, J.(1988).The theory of industrial organization.Cambridge, MA:MIT Press.
  23. Vincent, D. R.(1995).Bidding off the wall: Why reserve prices may be kept secret.Journal of Economic Theory,65(2),575-584.
  24. Wang, K,Wang, E. T. G.,Tai, C. F.(2002).A study of online auction sites in Taiwan: product, auction rule, and trading type.Journal of Information Management,22,127-142.
  25. Wilcox. R. T.(2000).Experts and amateurs: The role of experience in Internet auctions.Marketing Letters,11(4),363-374.
print cancel