Based on the data from the imported rice quota auction system during 2003 to 2006, this study adopts the common value approach to measure the bidders' actual pricing decisions and their bidding behaviors. Major results indicate that: to increase the expected profit, public administrator can improve the current system by allowing more qualified bidders to enter the game or dynamiting the based price to affect the pricing behavior to the imported rice quota of bidders. Besides, no significant statistical finding for the winner's curse concern is approved in the current rice auction system in Taiwan.