進階搜尋


   電子論文尚未授權公開,紙本請查館藏目錄
(※如查詢不到或館藏狀況顯示「閉架不公開」,表示該本論文不在書庫,無法取用。)
系統識別號 U0026-2406201409521200
論文名稱(中文) 獨特商品於線上拍賣機制下搭售與否與銷售型態之研究
論文名稱(英文) A study on Bundling Decisions and Selling Types of Special Goods in Online Auctions
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系
系所名稱(英) Department of Industrial and Information Management
學年度 102
學期 2
出版年 103
研究生(中文) 楊閔升
研究生(英文) Min-Sheng Yang
學號 R36014171
學位類別 碩士
語文別 中文
論文頁數 81頁
口試委員 指導教授-黃宇翔
口試委員-翁慈宗
口試委員-張裕清
中文關鍵字 縣上拍賣  顧客競標過程  搭售商品  同時拍賣 
英文關鍵字 Online Auction  Consumer Bidding Process  Bundling Goods  Simultaneous auction 
學科別分類
中文摘要 線上拍賣網站發展至今已具有一段時間,不管是常見的eBay、Yahoo或是Amazon拍賣等都已經具備本身的交易機制,而也因為線上拍賣的普及使得其使用門檻降低,讓越來越多人透過線上拍賣方式成為拍賣者,並將本身所擁有之特殊性商品(例如酒、簽名棒球與限量球鞋)銷售給前來參與競標的買家,而線上拍賣中有許多需要考量的因子,儘管大部分線上拍賣平台本身系統都以預設值方式處理,使賣家在建構線上拍賣能夠較簡單直觀,但這些數值未必能夠帶給賣家最大的收益,更何況當賣家欲販售的是具有相關聯性的商品時,個別拍賣與搭售拍賣將會帶給賣家不同的收益值。
有鑑於此,本研究同時以賣家與買方決策的角度探討,賣方將其擁有少量商品展示於線上拍賣時,需先考量採用將這些商品分成多次拍賣或是全部集中在單一拍賣內進行銷售,接著考量是否將本身所擁有之關連性商品進行搭售,這樣的好處在於可以讓搭售品發揮1+1>2的效果,期望讓買家在競標過程中藉由合併消費提高收益,並透過分析線上拍賣的各項因子:底價、拍賣持續時間、直購價等來了解對於賣家獲利的影響;買家方面則透過效益函式的衡量以及建構其競標策略的過程來了解買家在進入拍賣之後的出價策略,在最大化買家效用值後可求得買家對商品出價價格的均衡解,藉由所得到的均衡解可提供賣家在線上拍賣上採用的銷售型態與商品是否搭售等決策一重要之協助,我們發現在在線上拍賣的環境中,為了妥善發揮拍賣的特性,可以捨棄設立底標價格與直接購買價格,開放買家自由競標將可使商品更妥善的分配到擁有最高價值的買家手中,如此一來也使得賣家的收益得以最大化。
英文摘要 This study considers the problem in which a revenue-maximizing seller wants to sell a variety of associated unique products. This study proposes an analytical model to address the following questions: (i) What is the optimal bidding price for the bidders? (ii) What is the optimal selling strategy under the second-highest price online auction? (iii) What is the optimal auction arrangement when the seller has more than one unit to sell? Multi-units in simultaneous auctions or Multi-units simultaneous in single-auction? This study investigates the optimal equilibrium price for the seller to make more effective decisions when constructing online auctions with an aim to maximize the seller’s revenue and the buyer’s utility. The results indicate that the bundling auction of the two products is superior to that of separating when the correlation between two associated products is strong or when there are only few bidders. When the product has several units to sell, it is optimal to auction product via multi-units in simultaneous auctions when both the numbers of products and bidders are few.
論文目次 摘要...... I
英文摘要.....II
誌謝..... VI
目錄......VII
表目錄..... IX
圖目錄.....X
第一章緒論..... 1
第一節研究背景 ..... 1
第二節研究動機 ..... 2
第三節研究目的 ..... 3
第四節研究範圍與重要性 .... 4
第五節論文架構 ..... 6
第二章文獻探討..... 7
第一節拍賣 ..... 7
一、傳統拍賣 ..... 7
二、組合式拍賣 ...... 9
三、線上拍賣 ...... 10
第二節搭售 ...... 16
一、搭售形式 ...... 16
二、搭售性質與方法 ..... 17
三、搭售定價 ...... 19
第三節線上拍賣之搭售行為 .... 20
一、拍賣上之搭售形式 ..... 21
二、拍賣上之搭售定價 ..... 22
第三章 線上拍賣機制下最佳銷售型態... 25
第一節問題描述 ...... 25
第二節研究架構 ...... 28
第三節相關模式建構 ..... 31
一、多個商品多個拍賣情形 ..... 31
二、多個商品單一拍賣情形 ..... 35
三、商品總收入比較 ..... 37 VII
第四章 線上拍賣機制下關聯性商品之組合... 45
第一節 問題描述 ...... 45
第二節模式建構 ...... 47
一、單獨販售下買家效用函式與其競標行為(j=A or B) .. 48
二、單獨販售下賣家之利潤與收益比較 ... 57
三、搭售販售下買家與賣家之獲利函式(j=A+B) ... 59
第五章結論與建議..... 65
第一節 研究貢獻 ...... 65
第二節研究限制 ...... 66
第三節未來研究方向 ..... 67
參考文獻..... 68
附錄..... 74
附錄A ...... 74
附錄B ...... 74
附錄C ...... 77
附錄D ...... 78
附錄E ...... 80
參考文獻 Adomavicius, G., Curley, S. P., Gupta, A., & Sanyal, P. (2012). “Effect of Information Feedback on Bidder Behavior in Continuous Combinatorial Auctions.” Management Science, Vol. 58, No. 4, pp. 811–830.
Aloysius, J., Deck, C., & Farmer, A. (2012). “A Comparison of Bundling and Sequential Pricing in Competitive Markets: Experimental Evidence.” International Journal of the Economics of Business, Vol. 19, No. 1, pp. 25-51.
Ariely, D., & Simonson, I. (2003). “Buying, Bidding, Playing, or Competing? Value Assessment and Decision Dynamics in Online Auctions.” Journal of consumer psychology, Vol. 13, No. 1&2, pp. 113–123.
Avery, C., & Hendershott, T. (2000). “Bundling and Optimal Auctions of Multiple Products.” Review of Economic Studies Vol. 67, No. 3, pp. 483–497.
Bajari, P., & Hortacsu, A. (2004). “Economic Insights from Internet Auctions.” Journal of Economic Literature, Vol. 42 pp. 457–486.
Baker, T., & Murthy, N. N. (2002). “A Framework for Estimating Benefits of Using Auctions in Revenue Management.” Decision Sciences, Vol. 33, No. 3, pp. 385-413.
Bakos, Y., & Brynjolfsson, E. (1999). “Bundling Information Goods: Pricing, Profits and Efficiency.” Management Science, Vol. 43, No. 12, pp. 1613-1630.
Bakos, Y., & Brynjolfsson, E. (2000). “Bundle and Competition on the Internet.” Marketing Science, Vol. 19, No. 1, pp. 63–82.
Balachander, S., Ghosh, B. & Stock, A. (2010). “Why Bundle Discounts Can be a Profitable Alternative to Competing on Price Promotions.” Marketing Science, Vol. 29, No. 4, pp. 624–638.
Bapna, R., Chang, S. A., Goes, P., & Gupta, A. (2009). “Overlapping Online Auctions: Empirical Characterization of Bidder Strategies and Auction Prices.” MIS Quarterly, Vol. 33, No. 4, pp. 763-783.
Bapna, R., Goes, P., & Gupta, A. (2003). ” Analysis and Design of Business-to-Consumer Online Auctions.” Management Science, Vol. 49, No.1, pp. 85-101.
Bapna, R., Goes, P., Gupta, A., & Jin, Y. (2004). “User Heterogeneity and its Impact on Electronic Auction Market Design: an Empirical Exploration”. MIS Quarterly, Vol. 28, No. 1, pp. 21-43.
Benoit, J. P., & Krishna, V. (2001). “Multiple-Object Auctions with Budget Constrained Bidders.” Review of Economic Studies, Vol. 68, No. 1, pp. 155-179.
Bitran, G. R., & Ferrer, J. C. (2007). “On Pricing and Composition of Bundles.” Production and Operations Management, Vol. 16, No. 1, pp. 93-108.
Bradlow, E. T., & Park, Y. H. (2007). “Bayesian Estimation of Bid Sequences in Internet Auction Using a Generalized Record-Breaking Model.” Marketing Science, Vol. 26, No. 2, pp. 218-229.
Cachon, G. P., & Swinney, R. (2009). “Purchasing, Pricing, and Quick Response in the Presence of Strategic Consumers.” Management Science, Vol. 55, No. 3, pp. 497-511.
Cachon, G. P., Terwiesch, C., & Xu, Y. (2008). “On the Effects of Consumer Search and Firm Entry in a Multiproduct Competitive Market.” Marketing Science, Vol. 27, No. 3, pp. 461-473.
Caldentey, R., & Vulcano, G. (2007). “Online Auction and List Price Revenue Management.” Management Science, Vol. 53, No. 5, pp. 795–813.
Chakraborty, I. (2000). “Bundling Decisions for Selling Multiple Objects.” Economic Theory, Vol. 13, pp. 723-733.
Chakraborty, I. (2006). ”Bundle And Separate Sales in Auctions With Entry.” Games and Economic Behavior, Vol.54, No.1, pp. 31-46.
Chan, T. Y., Kadiyali, V., & Park, Y. H. (2007). “Willingness to Pay And Competition in Online Auctions.” Journal of Marketing Research, Vol. 44, pp. 324-333.
Chen, J. R., Chen, K. P., & Chou, C. F. (2006). “A Dynamic Model of Auctions with Buy-Out: Theory and Evidences.” mimeo.
Chu, C. S., Leslie, P., & Sorensen, A. (2011). “Bundle-Size Pricing As an Approximation to Mixed Bundling”. The American Economic Review, Vol. 101, No. 1, pp. 263-303.
Dholakia, U. M., & Simonson, I. (2005). “The Effect of Explicit Reference Points on Consumer Choice and Online Bidding Behavior.” Marketing Science, Vol. 24, No. 2, pp. 206–217.
Etzion, H., Pinker, E., & Seidmann, A. (2006). “Analyzing the Simultaneous Use of Auctions and Posted Prices for Online Selling.” Manufacturing & Service Operations Management, Vol. 8, No. 1, pp. 68-91.
Gallien, J., & Gupta, S. (2007). “Temporary and Permanent Buyout Prices in Online Auctions.” Management Science, Vol. 53, No. 5, pp. 814–833.
Harlam, B. A., Krishna, A., Lehmann, D. R., & Mela, C. (1995). “Impact of bundle type, Price Framing and Familiarity on Purchase Intention for the Bundle.” Journal of Business Research, Vol. 33, No.1, pp. 57-66.
Haruvy, E., & Popkowski Leszczyc, P. T. L. (2010). “Search and Choice in Online Consumer Auctions.” Marketing Science, Vol. 29, No. 6, pp. 1152–1164.
Hitt, L. M., & Chen, P. Y. (2005). “Bundling with Customer Self-Selection: A Simple Approach to Bundling Low-Marginal-Cost Goods.” Management Science, Vol. 51, No. 10, pp. 1481–1493.
Holzman, R., Kfir-Dahav, N., Monderer, D., & Tennenholtz, M. (2004). “Bundling Equilibrium in Combinatorial Auctions.” Games and Economic Behavior, Vol. 47, No. 1, pp. 104-123.
Jehiel, P., Meyer-ter-Vehn, M., & Moldovanu, B. (2005). “Mixed Bundling Auctions.” Journal. Economics. Theory. Vol. 134, No. 1, pp. 494-512.
Jiang, Y., Shang, J., Kemerer, C. F., & Liu, Y. (2011). “Optimizing E-tailer Profits and Customer Savings: Pricing Multistage Customized Online Bundles.” Marketing Science, Vol. 30, No. 4, pp. 737–752.
Khan, U., & Dhar, R. (2010). “Price-Framing Effects on the Purchase of Hedonic And Utilitarian bundles.” Journal of Marketing Research, Vol. 47, No. 6, pp. 1090-1099.
Klein, S. (1997). Introduction to electronic auctions. Electronic Markets, Vol.7, No.4, pp.3-6.
Krishna, Vijay and Robert Rosenthal (1996), “Simultaneous Auctions with Synergies,” Games and Economic Behavior, Vol. 17 No. 1, pp. 1–31.
Lee, H. C., Tsai, D. C., & Wu, M. D. (2011). “The Dilemma of Mixed Bundles: The Effects of Price, Brand And Content Preference on Music CD Bundle Choices.” Journal of Retailing and Consumer Services, Vol. 18, No. 5, pp. 455-462.
McAfee, R. P., McMillan, J. & Whinstion, M. D. (1989). “Multiproduct Monopoly, Commodity Bundling And Correlation of Values.” The Quarterly Journal of Economics, Vol. 104, No. 2, pp. 371-383.
Milgrom, P. R., & Weber, R. J. (1982). “A Theory of Auctions And Competitive Bidding.” Econometrica: Journal of the Econometric Society, pp.1089-1122.
Nisan, N (2000). “Bidding And Allocation in Combinatorial Auction.” In Proc. of the Second ACM Conference on Electronic Commerce, pp.1–12.
Özer, Ö., & Phillips, R. L.(2012) The Oxford handbook of pricing management. pp. 679-712
Popkowski Leszczyc, P. T. L., & Häubl, G. (2010). “To Bundle or Not to Bundle: Determinants of the Profitability of Multi-Item Auctions.” Journal of Marketing, Vol. 74, pp. 110–124.
Popkowski Leszczyc, P. T. L., Pracejus, J., W. & Shen, Y. (2008). “Why More Can be Less: An Inference-Based Explanation for Hyper-Subadditivity in Bundle Valuation.” Organizational Behavior and Human Decision Processes, Vol. 105, No. 2, pp. 233-246.
Popkowski Leszczyc, P. T., Qiu, C., & He, Y. (2009). “Empirical Testing of the Reference-Price Effect of Buy-Now Prices in Internet Auctions.” Journal of Retailing, Vol. 85, No. 2, pp. 211-221.
Roth, A. E., & Ockenfels, A. (2002). “Last Minute Bidding And the Rules for Ending Second Price Auctions: Evidence From ebay and Amazon Auctions on the Internet.” American Economic Review, Vol. 92, No. 4, pp. 1093-1103.
Russo, R. P., Shmueli, G., & Shyamalkumar, N. D. (2008). “Models of Bidder Activity Consistent with Self Similar Bid Arrival.” Statistical Methods in eCommerce Research.
Shin, J., Sudhir, K., & Yoon, D. H. (2012). “When to “Fire” Customers: Customer Cost-Based Pricing.” Management Science, Vol. 58, No. 5, pp. 932–947.
Shmueli, G., Russo, R., & Jank, W. (2004). Modeling Bid Arrivals in Online Auctions. Robert H. Smith School Research Paper No. RHS-06-001.
Spann, M., & Tellis, G. (2006). “Does the Internet Promote Better Consumer Decisions? The Case of Name-Your-Own-Price Auctions.” Journal of Marketing, Vol. 70, No. 1, pp. 65-78.
Stremersch, S., & Tellism G. J. (2002). “Strategic Bundling of Products and Prices: A New Synthesis for Marketing.” Journal of Marketing, Vol. 66, pp. 55-72.
Subramaniam, R., & Venkatesh, R. (2009). “Optimal Bundling Strategies in Multiobject Auctions of Complements or Substitutes.” Marketing Science, Vol. 28, No. 2, pp. 264–273.
Vickrey, W (1961), “Counter-Speculation, Auctions And Competitive Sealed Tenders,” Journal of Finance, Vol. 16, No. 1, pp. 8–37.
Vulcano, G., van Ryzin, G., & Maglaras, C. (2002). “Optimal Dynamic Auctions for Revenue Management.” Management Science, Vol. 48. No. 11, pp. 1388-1407.
Wait, A., & Smirnov, V. (2006). “Bundling in Auctions with Complementary Goods.” Journal Economics Theory.
Yin, R., Aviv, Y., Pazgal, A., & Tang, C. S. (2009). “Optimal Markdown Pricing: Implications of Inventory Display Formats in the Presence of Strategic Customers” Management Science, Vol. 55, No. 8, pp. 1391–1408.
Zeithammer, R. (2006). “Forward-Looking Bidding in Online Auctions.” Journal of Marketing Research, Vol. 43, pp. 462-476.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2015-06-30起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw