娛樂式競標行為初探：以臺灣Quickbid網站為例

娛樂式競標近年來在網路快速興起，利用「高價商品，低價得標」的口號吸引消費者投入競價，其獨特的競標規則使競標者必須重新學習與適應。本文研究台灣娛樂式競標網站 QuickBid 的完整競標紀錄，對數據進行探索式分析，觀察眾多競標玩家的特性，以及研究這些特性會如何影響他們在競標中的表現。實證結果發現，網站的收益大多來自競標案數較少的短期玩家，亦即他們的競標表現較差，其原因在於競標策略選擇不佳，而善於挑選策略的長期玩家則能從網站中賺取大量報酬。此外，隨著競標內玩家組成結構不同，對個別玩家的競標表現也會造成影響，當競標內長期玩家人數越多時，意味著熟練玩家間的競爭越激烈，因此所有玩家得標機率與利潤皆會下降。最後，本文發現隨著商品類別、開標時間等因素的改變，競標人數也會受到影響。

關鍵字

娛樂式競標；探索式分析；競價；行為賽局；競標策略

並列摘要

As penny auction prevails on the internet over the past few years, it engages consumers to participate in the auction featuring “purchase with huge savings.” However its unique bidding rule forces the bidders to learn and adjust the way they plays works. This paper collects the comprehensive bidding history of all auctions released by Quickbid, a penny auction website in Taiwan. We conduct exploratory analysis on the data, observe the characteristics of different bidders, and discuss how these characteristics will affect their bidding behaviors. Our evidence suggests that most of the website revenues come from short-term players who have lower number of auctions, which implies that their bidding performance is inferior, and this results from the poor bidding strategy. Nevertheless, long-term players are capable of developing their own strategies and gaining a huge profit from website. In addition, the component of bidding players also affect behaviors of individual players. Simply put, the more long-term bidders, the more competitive between sophisticated players. Hence decrease the chances of winning auctions and profits of all bidders. Lastly, the study shows that the number of players may vary depending on the product category, bidding time, etc.