管理评论

›› 2017, Vol. 29 ›› Issue (4): 83-90.

• 市场营销 • 上一篇    下一篇

在线增价拍卖中跳跃式报价的实证研究

叶文1, 詹文杰1, 邹轶2, 杨洁3   

  1. 1. 华中科技大学管理学院, 武汉 430074;
    2. 浙江工商大学管理工程与电子商务学院, 杭州 310018;
    3. 武汉纺织大学会计学院, 武汉 430200
  • 收稿日期:2014-12-26 出版日期:2017-04-28 发布日期:2017-04-21
  • 作者简介:叶文,华中科技大学管理学院硕士研究生;詹文杰,华中科技大学管理学院教授,博士生导师;邹轶,浙江工商大学管理工程与电子商务学院讲师;杨洁(通讯作者),武汉纺织大学会计学院副教授,硕士生导师
  • 基金资助:

    国家自然科学基金项目（71640020）；湖北省人文社会科学重点研究基地现代信息管理研究中心资助（2013WZ005）

Empirical Research of Jump Bidding in Online Ascending Auction

Ye Wen1, Zhan Wenjie1, Zou Yi2, Yang Jie3   

  1. 1. School of Management, Huazhong University of Science and Technology, Wuhan 430074;
    2. School of Management Engineering and E-Commerce, Zhejiang Gongshang University, Hangzhou 310018;
    3. College of Accounting, Wuhan Textile University, Wuhan 430200
  • Received:2014-12-26 Online:2017-04-28 Published:2017-04-21

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摘要：

跳跃式报价是增价拍卖中的一个有趣现象，国外学者对该报价行为分别给出了信号传递、缺乏耐性和策略性出价等三种不同的模型进行解释。本文选取其中的前两种解释模型为理论基础，以淘宝拍卖会中出现的跳跃式报价现象为研究对象，从跳跃时机、跳跃幅度以及竞争程度等三个方面进行实证分析。结果表明：我国网络消费者的跳跃时机呈现出规律性的“J型”分布，这一现象不完全符合信号传递模型和缺乏耐性模型的解释；而跳跃幅度以及竞争程度的影响总体上符合上述两种模型的解释。本研究检验了跳跃式报价的两种经典解释模型在中国情境下的适用性，并为网络消费者进行跳跃式报价提供决策依据。

关键词: 跳跃式报价, 在线增价拍卖, 信号传递, 缺乏耐性

Abstract:

Jump bidding is an interesting phenomenon in an ascending auction. Overseas scholars have provided signaling model, impatience model and strategic models to explain the behaviour. Based on the former two models, this paper empirically studies jump bidding behaviours in ascending auctions of Taobao from three aspects. They are the timing of jump bidding, the magnitude of bid increase and the effect of competition level on jump. The results show that the timing of jump bidding is regularly distributed as “J” type, which does not confirm the explanations of both signaling and impatience models. However, the magnitude of bid increase and the effect of competition satisfy the explanations of the two models on the whole. This paper examines the applicability of two classic models in the situation of China, and provides decision support for Chinese online consumers who want to give jump bidding.

Key words: jump bidding, online ascending auction, signaling, impatience