管理评论

管理评论 ›› 2022, Vol. 34 ›› Issue (11): 133-141.

• 电子商务与信息管理 • 上一篇    下一篇

拍卖方策略与投标者跳跃式报价——基于在线收藏品拍卖的实证研究

李治文1, 王绍波1, Thomas Le Texier2, 熊强1   

  1. 1. 江苏大学管理学院, 镇江 212013;
    2. School of Economics, University of Rennes1, Rennes 35065
  • 收稿日期:2020-03-02 出版日期:2022-11-28 发布日期:2022-12-30
  • 作者简介:李治文,江苏大学管理学院教授,博士;王绍波,江苏大学管理学院硕士研究生;Thomas Le Texier,法国雷恩第一大学经济学院副教授,博士;熊强,江苏大学管理学院副教授,博士。
  • 基金资助:
    国家社会科学基金项目(19BGL263)。

Auctioneers’ Strategy and Bidders’ Jump Bidding——Empirical Analysis Based on the Online Collections Bidding

Li Zhiwen1, Wang Shaobo1, Thomas Le Texier2, Xiong Qiang1   

  1. 1. School of Management, Jiangsu University, Zhenjiang 212013;
    2. School of Economics, University of Rennes1, Rennes 35065
  • Received:2020-03-02 Online:2022-11-28 Published:2022-12-30

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摘要： 在线拍卖中投标者的跳跃式报价行为如何受拍卖方策略的影响尚缺乏有效论证。本文基于7788收藏(一个收藏品在线拍卖平台)的拍卖数据实证分析了拍卖方策略因素对投标者跳跃式报价行为类型的影响。研究分为两步,首先对获取的拍卖数据进行聚类分析,进而确定了投标者跳跃式报价行为的类型,分别为试探型、竞争型及狙击型。然后基于多元Logit模型计量分析了拍卖方事前策略因素对投标者跳跃式报价行为类型的影响,其中拍卖方事前策略因素包括拍卖规则设置、信誉管理及拍卖品信息展示三方面。结果表明:与试探型跳跃式报价行为相比,拍卖规则类变量更能显著诱发投标者狙击型跳跃式报价行为;拍卖方信誉类变量更能显著诱发投标者竞争型跳跃式报价行为;拍卖品信息类变量对投标者竞争型及狙击型跳跃式报价行为影响均不显著。

关键词: 跳跃式报价, 拍卖规则, 拍卖方信誉, 拍卖品信息

Abstract: How bidders’ jump bidding behavior is influenced by auctioneers’ strategy in online auction has not yet been effectively verified by previous studies. This paper analyzes empirically the impact of auctioneers’ strategy on the type of bidders’ jump bidding behavior based on the auction data collected from 7788.com (an online collections auction platform). The research consists of two parts. First, it distinguishes the type of bidders’ jump bidding behavior by cluster analysis, and finds three different types: tentative one, competitive one and sniper one. Second, it builds a Mlogit model to analyze the impact of auctioneers’ ex-ante strategies such as auction rule setting, reputation management and auction item information displaying on the type of bidders’ jump bidding behavior. Results show that, compared with bidders’ tentative type of jump bidding behavior, variables related to auction rule can significantly stimulate bidders’ sniper type of jump bidding behavior; variables about auctioneers’ reputation can significantly stimulate bidders’ competitive type of jump bidding behavior; variables of auction item information, however, have no significant influence on bidders’ either competitive type or sniper type of jump bidding behavior.

Key words: jump bidding, auction rule, auctioneers’ reputation, auction item information