A Hybrid Bidding Mechanism and Online Auction Performance: The Case of iPod

混合競價機制與線上拍賣績效：以iPod為例

肇因於網際網路的興起，電子商務已經徹底地改變了傳統的交易模式。先前的研究已經在線上拍賣議題投注相當努力，不過僅有少數研究嘗試探討混合競價機制與線上拍賣績效的關連性。在跨文化的架構下，本篇研究嘗試探討線上拍賣同時使用數種價格策略與線上拍賣績效之關連性。實證資料係蒐集自eBay法國、比利時、香港和新加坡的網站。實證結論顯示起標價的水準與拍賣成功結標的機率呈現反向關係；使用立即購之價格策略將能加速具有緊急採購需求的買家完成其採購決定。值得注意的是，經由四國實證資料的驗證，本研究所建構之混合競價機制與線上拍賣績效的模型具有一定之通則化效度。

Because of the internet boom, electronic commerce has been radically changing the traditional transaction models. Previous studies have paid attention to the issue of online auctions, while few studies have discussed the association of the hybrid bidding mechanism, which combines different pricing strategies, with the buyers' behavior in online auctions. In this study, we explore the relationship between pricing strategies of online auctions and auction performance under cross-cultural contexts. The research data was collected from eBay websites in France, Belgium, Hong Kong and Singapore. Empirical results show that the starting bidding price is negatively related to the probability of successfully closing the deal in an auction. Using Buy-It-Now price could enhance urgent buyers' speed of their purchasing decisions. Most notably, the cross-cultural generalizability of the proposed model is confirmed by data from four countries.