| dc.contributor.advisor | 邱志聖<br>郭炳伸 | zh_TW |
| dc.contributor.advisor | Chiou, Jyh-Shen<br>Kuo, Biing-Shen | en_US |
| dc.contributor.author (作者) | 沈宗奇 | zh_TW |
| dc.contributor.author (作者) | Shen,Chung-Chi | en_US |
| dc.creator (作者) | 沈宗奇 | zh_TW |
| dc.creator (作者) | Shen,Chung-Chi | en_US |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 11-九月-2009 17:10:05 (UTC+8) | - |
| dc.date.available | 11-九月-2009 17:10:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 17:10:05 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0913515051 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/30069 | - |
| dc.description (描述) | 博士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 91351505 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | Past studies have confirmed the importance of reputation in online auction. However, the marginal return to sellers’ feedback rating may be declined after some point in which many sellers have been cumulating certain feedback, and the diagnostic role of reputation for buyers to diminish asymmetric information may lessen. Therefore, besides reputation signal, what potential signals that bidders tend to rely on making purchasing decision in online scenario may need further exploration. Moreover, the heterogeneity of auctioned items may strengthen information asymmetry therein, bidders may perceive higher value for the signals provided by sellers which efficiently reduce transaction risk and facilitate their bidding decision. The purposes of our research are then to investigate the formation process of sellers’ auction strategy and the impacts of four types of signals delivering on the web-page on auction outcomes. The data sets used for empirical estimates were coded from eBay auction site United States and Taiwan. Results show that signals such as sellers’ reputation, auction format, product condition, and arguments presented on the web page are significantly related to three outcome variables: number of bids, possibility of auction success and willingness to pay. In addition, we also exhibited that the formation of bidders auction strategy depends upon how many value signals that they possess. Finally, there is evidence in support of the degree of signals on bidders’ need for information is different under product usage status classified. Bidders are inclined to reward more for the signals when being an auction for the used products which have greater uncertainty on its actual performance. We conclude with a discussion of the practical implications of our research findings for online auction and suggestion of future study. | zh_TW |
| dc.description.tableofcontents | 1. INTRODUCTION 1 2. RESEARCH HYPOTHESES 6 2.1 AUCTION THEORY 6 2.2 INFORMATION ASYMMETRY 9 2.3 PERCEIVED RISK 12 2.5 SIGNALING THEORY 16 2.6 AVAILABILITY/DIAGNOSTICITY THEORY 18 3. RESEARCH HYPOTHESES 21 3.1 BIDDER REPUTATION 21 3.2 RESERVE PRICE 23 3.3 STARTING PRICE 24 3.4 BIDDERS’ EXPERIENCE 25 3.5 SIGNAL OF PRODUCT QUALITY 26 3.6 SIGNAL OF ARGUMENT QUALITY 28 3.7 SELLER’S AUCTION STRATEGY 31 4. METHODOLOGY 34 4.1 MOTIVATION OF SAMPLES SELECTION 34 4.2 CODING PROCESS 35 4.3 DEFINITION OF VARIABLES 36 4.3.1 Dependent Variables 38 4.3.2 Independent Variables 39 4.3.3 Control Variables 40 4.4 DATA ANALYSIS 42 5. RESULTS 45 5.1 DESCRIPTIVE STATISTICS 45 5.2 RESULTS OF AUCTION SIGNALS ON NUMBER OF BIDS 49 5.3 EFFECTS OF AUCTION SUCCESS 52 5.4 EFFECTS OF WILLINGNESS TO PAY 54 5.5 ADDITIONAL ANALYSIS ON PRODUCT USAGE STATUS CLASSIFIED 58 5.6 CROSS-ANALYSIS FOR STARTING PRICE AND RESERVE PRICE 64 5.7 EVIDENCE OF TAIWAN SAMPLES 71 6. CONCLUSION 83 6.1 DISCUSSION 83 6.1.1 Signal- seller’s reputation 84 6.1.2 Signal- auction condition 85 6.1.3 Signal- product condition 85 6.1.4 Signal- auction argument 86 6.2 IMPLICATION 86 6.2.1 Short-run strategy 87 6.2.2 Long-run strategy 88 6.3 LIMITATIONS AND FUTURE STUDY 88 REFERENCE 90 APPENDIX: AN EXAMPLE OF EBAY WEB PAGE 100 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0913515051 | en_US |
| dc.subject (關鍵詞) | 拍賣 | zh_TW |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | Auction | en_US |
| dc.subject (關鍵詞) | Electronic commerce | en_US |
| dc.subject (關鍵詞) | Signal | en_US |
| dc.subject (關鍵詞) | Feedback | en_US |
| dc.title (題名) | 網路拍賣之招標策略與消費者投標行為之研究-以eBay為例 | zh_TW |
| dc.title (題名) | An Investigation into the Auction Strategy and Bidder’s Bidding Behavior in Online Auctions: | en_US |
| dc.type (資料類型) | thesis | en |
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