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本文结合网络拍卖实践中存在同类物品的固定价格可以作为竞拍者出价参考的特点,通过构建具有价格参照性的网络拍卖和固定价格交易的竞争模型,分析了网络购物中消费者的策略选择和相应的卖家收益。结论认为,价格参照性的存在使更多的估价高于固定价格的买家选择不参加拍卖,增大了固定价格卖家的利益,价格参照性越高,固定价格卖家相对于拍卖卖家的利润优势就越明显;但同时,获得更多的固定价格信息却未必能给买家带来更大的效用,还取决于拍卖的商品数量。之后文章在单物品拍卖和消费者估价服从均匀分布的情况下,得到了固定价格和拍卖卖家的具体利润水平以及使两者收益相等的临界价格参照性大小。接着利用eBay的拍卖数据对于单物品拍卖进行了实证检验,证明价格参照性的提升确实会缩小网络拍卖和固定价格成交均价的差距。
In this paper, the existence of the fixed price of the same type of goods in the network auction practice can be used as a bidder's bidding reference. By constructing a competitive auction model with price-based online auction and fixed price transaction, this paper analyzes consumers' tactical choices and corresponding Seller's income. The conclusion is that the existence of price reference makes more buyers choose not to participate in the auction than the fixed price, which increases the interest of the fixed price seller. The higher the price reference, the profit advantage of the fixed price seller relative to the auction seller At the same time, getting more fixed-price information may not be more effective for buyers, but it depends on the number of items auctioned. After the single item auction and the consumers' appraisal follow the uniform distribution, the article obtains the fixed price and the auction seller's specific profit level as well as the critical price reference value that makes both gains equal. Then we use eBay auction data to test the single item auction to prove that the improvement of the price reference will indeed reduce the gap between the online auction and the fixed price transaction average price.