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1、標題:BuyingBiddingPlayingCompetingValueAssessmentDecisionDynamicsinOnlineAuctions原文:AlthoughtheInterisarelativelyrecentphenomenonlongdistanceauctionsbymailhaveexistedfmethan100years.Backinthe1870sstampdealersintheUnitedSta
2、tesoffered“mailbidding”servicesfindividualswhowishedtobidonstampswithouthavingtotraveltotheauctionlocation.Thesebidderssubmittedtheirbidsthroughmailthestampsweresoldtothehighestbidderatthepriceofoneincrementoverthesecond
3、highestbid(referredtoassecondpriceauctions).ElectronicauctionsontheInterhaveseveraldistinguishingacteristicswhichexplaintheirgrowingpopularity.Firstonlineauctionseliminatethegeographicallimitationofmanytraditionalauction
4、senablingpeoplefromalloverthewldtoparticipateinanyauction.SecondintermsofdurationInterauctionscanlastfseveraldays(usuallyaweek)allowasynchronousbiddingwhichgivesbothsellersbiddersmeflexibility.Thirdthesewebsitescanrunauc
5、tionsatsubstantiallyloweroperationalcoststhantraditionalauctionhousescanthusgelowercommissionfeesattractmesellersbuyers.Theseacteristicsofonlineauctionsaccountftheirgrowingpopularityasawaytobuysellgoodsservices.Onlineauc
6、tionspresentnotonlyanewmarketplaceftransactionsbutalsoanewdomainfconsumerdecisionmaking.Ofcoursesomefundamentalaspectsofconsumerdecisionmakingsuchaspreferenceconstructiontheimpactofthechoicecontext(fareviewseeBettmanLuce
7、&Payne1998)arelikelytoapplytoauctionsastheydoinregularpurchasedecisions.Howevertheuniqueacteristicsoftheonlineauctionenvironmentraiseimptantnewconceptualissuesarelikelytoimpactconsumerdecisionmakinginsignificantways.Inpa
8、rticularthereareatleastthreekeyacteristicsofauctionbasedpurchasesthatarelikelytoinfluenceconsumerdecisionmaking.1.Multistageprocess—Unlikefixedpricepurchasesauctionstakeplaceoverlikelytoplayakeyroleatthisphase.Biddingatt
9、heEndofanAuctionTheconclusionofanauctionisoftenadistinctphasethatdeservesspecialattention.Muchlikeinamarathontheendofanauctioniswherethe“winner”“l(fā)osers”aredetermined.Thisiswhereeachoftheparticipantsmustdecidewhatkindofre
10、sourcestheyarewillingtoinvesttowin.Thusthemaindifferentiatingacteristicoftheendofanauctionisthatunlikeearlierphasesdecisionsattheendareclearlyconsequentialoftenirreversible.Withrespecttothedistinctionbetweenvalueassessme
11、ntdecisiondynamicsbytheendofanauctionanactiveparticipantislikelytohaveexaminedallthevaluecuesfmedanassessmentoftheitem’svaluewhereasdecisiondynamicsarelikelytoplayacriticalroleinthefinalbiddingdecisions.Accdinglyourfocus
12、atthisstageisondecisiondynamics.PRELIMINARYSTUDIESOFVALUEASSESSMENTINONLINEAUCTIONSThepreviousdiscussionpresentedpropositionsregardingvariousinfluencesonbiddingbehaviwhichmightbeinvestigatedinfutureresearch.Inthissection
13、wedescribethreestudiesthatwereconductedtoexamineaspectsofvalueassessmentinanaturalauctionenvironmentonacommercialauctionwebsite.Thefirststudywasapricecomparisonstudythatinvolvedthecomparisonofpricesinanonlineauctionsitet
14、opricesofregularonlineretailers.ThesecondstudyinvolvedauctionsfticketstotheRoseBowl(PAC10vs.Big10)footballgameexaminedtheeffectofsellers’reputationstartingprices.Thethirdstudywasacontrolledexperimentexaminingtheeffectsof
15、startingpricessearchcosts.SearchPriceComparisons(AFieldStudy)Thisinitialstudywasdesignedtoexaminetheissueofpricecomparisonefficiencyofauctionsassellingmechanisms.Wetracked500auctionsonalargeInterauctionsitefmusicCDsbooks
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