Canonical Analysis Between Marketplaces’ Visibility and Performance Empirical Study of Popular Online Auction Website’s Buyout Women Clothing
碩士 === 國立中央大學 === 工業管理研究所 === 99 === Online auction has gained its popularity among traders. However, the issue of information asymmetry has always been concerned in online auction. According to literature and observation, the marketplaces overall ratings is not only the easiest information for the...
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| Format: | Others |
| Language: | zh-TW |
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2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/71519644662161502617 |
| Summary: | 碩士 === 國立中央大學 === 工業管理研究所 === 99 === Online auction has gained its popularity among traders. However, the issue of information asymmetry has always been concerned in online auction. According to literature and observation, the marketplaces overall ratings is not only the easiest information for the buyer to refer but also the evidence of transaction history. Empirical studies have shown that most female buyers prefer buying clothing in online marketplaces. We want to know on the condition that women clothing and buyout prices: (1)How are the relationship between the visibility of the seller in online marketplaces and its performance? (2)How are the relationship between the product price and the seller’s online market performance? How’s the influence of each visibility indicators.
We developed an automated agent-based program to collect two-month-period transaction data of seven kinds of different women clothing. We take sellers’ perspective and products’ perspective respectively. Marketplaces visibility construct is composed of(1) marketplace overall ratings(2)ratings orders(3)ratings orders’ pages(4)ratings orders of each page, and marketplaces performance construct comprise (1)number of transactions(2)daily average transaction volume. Then we used canonical analysis to examine these two constructs’ relationship on sellers’ perspective. After that, we used products’ perspective to examine product prices and marketplaces performance construct’s relationship. And using cross validation to make sure its external validity. We found out from sellers’ perspective marketplaces overall ratings is an important and positive influential factor. From products’ perspective, we found out product price is an important but low influential factor to marketplaces performance.
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