Buyers’ Strategic Behaviors in the Internet Auction

• Main Authors: Jyun-An Lin, 林君安
• Other Authors: Chien-Wei Wu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/57094926154801376745

碩士 === 國立暨南國際大學 === 經濟學系 === 104 === In recent years, the rapid development of online auctions has been provided an alternative to consumers with great convenience in both personal and commercial trading. Consumers through different sites platform can get their desirable products using online auction by bidding. The Sellers mainly concern about whether their products are selling in great or profitable price. On the other hand, the price that buyers payout is closely related to buyers’ online auction strategies. In Taiwan, Yahoo! Kimo auction site is basically more popular than others. We selected this auction market to do a research study in regards iPhone and other brands mobile phone with similar functions and features. We observed and collected sample data of 182 iPhones and 62 other brands’ models from Oct. 7, 2015 to May. 31, 2016. Our objectives: We create a model to study buyers’ strategic behaviors by using last minute bid and early bid, as two main variables in order to study the effect of ending auction price. We come out a conclusion that the price of new products, guarantee of products, sellers’ positive feedbacks are all positive and significant. Weekend effect and bidding times for the products is not significant but positive. Negative feedback to seller’s ratio, last minute bid, early bid, and evening bid (from 19:00 to 20:00) are all negative and significant to the final price-bid. In contrast, buyers who take the last minute bidding strategy in order to reduce the product’s final price have positive and effective result. We do hope our research study can assist various participants having a better understanding of both buyers and seller behavior, so that they can make wiser and better decision in online auction.