從 eBay 看線上藝術拍賣市場

eBay and the online art auction market

陳如瑩(Ju-ying Chen)

指導教授 ： 王德育

元智大學/人文社會學院/藝術管理研究所/碩士(2005年)

摘要

線上藝術拍賣曾於一九九九年前後盛行過一段短暫的時間，隨著網路泡沫破裂，此一議題也跟著沈寂。然而，近一二年來線上拍賣活動已深入許多人的生活中，且成交總額每每創下新紀錄，並為網站經營者帶來可觀的收益。而在此同時，藝術市場在經過數年的景氣蕭條之後，不論是國內或國外都出現了復甦的跡象。故本研究認為，此刻正是重新檢視線上藝術拍賣此一議題的良好時機。

eBay 經營線上藝術拍賣已有很長的時間，且其網站平台已發展得相當完熟，於是本研究決定以 eBay 作為研究對象。本研究之架構可分為三部分，第一部份先針對拍賣的定義和觀念進行介紹，並引進賽局理論中的拍賣理論，以此作為本研究之理論基礎。第二部分則是針對線上藝術拍賣市場進行理論分析，企圖瞭解藝術拍賣市場在結合網際網路通路之後，可能產生的變化與影響，並且從交易物、交易者以及交易機制等各個層面逐一進行探討。最後第三部分乃是就線上藝術拍賣市場進行實證研究，此處收集 eBay US 網站上的拍賣數據資料進行分析，並和第二部分的理論分析作對照，以求對線上藝術拍賣市場有更為完整的瞭解。

網際網路為未來不可擋之趨勢，對於藝術市場而言固然充滿了風險，但卻也提供了許多機會，本研究企盼能藉由分析 eBay 的成功經驗，提供國內藝術界發展線上藝術市場一些不同的觀點，並以其作為參考借鏡。

關鍵字

線上拍賣 ； 網路拍賣 ； 藝術拍賣 ； 拍賣市場

並列摘要

Online art auction was briefly popular around 1999, but there has been little discussion in the topic since the end of Internet stock craze. However, in recent years online auction has once again become an important part in many people’s life, setting new records in transaction amount and bringing huge profits to the owners of auction websites. Seeing that both local and international art markets have shown signs of recovery after long periods of recession, it now again seems an apt time to review this subject.

The company known as eBay has operated in online art auctions for a long time, on a platform that is well developed for the purpose, so I have decided to make eBay the main case for study here. My thesis consists of three parts as follows. The first part offers a definition of auction and related concepts, as well as introduces auction theory, which is derived from game theory, as the basis of my research. The second part analyzes the online art auction market from a theoretical point of view. It discusses the effects that are caused by the combination of art auction markets and the Internet channel on all relevant aspects in a transaction: the object auctioned, the seller, the buyer, and the market mechanism. The last part conducts an actual analysis of the online art auction market, in which I collect and analyze four-month transaction data of the art and antiques categories on eBay US. The results are then compared with the theoretical analysis from the second part to form a better understanding about online art auction markets.

Internet is still a trend in the future, and undoubtedly it presents both risks and opportunities for the art market. Hopefully my thesis will prove useful in providing some alternative viewpoints by researching the case of eBay, whose successful experience can be used as a reference in constructing an online art market in Taiwan.

並列關鍵字

eBay ； art auction ； online auction