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

Performance of the Online Auction Bidding Strategies: A Comparison between English and Vickrey Auctions

林居鴻(Chu-Hung Lin) ； 林信惠(Hsin-Hui Lin) ； 楊俊傑(Chun-Chieh Yang)

《中山管理評論》 18卷1期 (2010/03) Pp. 67-100

https://doi.org/10.6160/2010.03.03

摘要

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。

關鍵字

線上拍賣 ； 策略 ； 英式拍賣 ； Vickrey拍賣 ； 電子商務

並列摘要

Both English auction and Vickrey auction are often used in traditional auctions and have been proven to be successful models. However, these methods can't be copied directly to online auctions. Many studies have shown more advantages for Vickrey auction so far. Whether eBay online auction, which adopts the Vickrey auction, is superior to the Yahoo online auction, which adopts the English auction, remains to be studied. After all, differences between online auction and the traditional mechanisms still exist. This study analyzed the characteristics of two online auctions and compared the performance of the two strategies by experiment. The auction result contains three important factors: deal price, satisfaction, and bid frequency. In addition, the moderating effect of individual differences in gender and cognitive style were investigated. The result will bring innovative inspiration for auctioneers, bidders and managers of the auction site.

並列關鍵字

Online Auction ； Strategy ； English Auction ； Vickrey Auction ； e-Commerce

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