英文摘要 |
Both English auction and Vickrey auction are often used in traditional auctions and have been proven to be successful models. However, these methods can't be copied directly to online auctions. Many studies have shown more advantages for Vickrey auction so far. Whether eBay online auction, which adopts the Vickrey auction, is superior to the Yahoo online auction, which adopts the English auction, remains to be studied. After all, differences between online auction and the traditional mechanisms still exist. This study analyzed the characteristics of two online auctions and compared the performance of the two strategies by experiment. The auction result contains three important factors: deal price, satisfaction, and bid frequency. In addition, the moderating effect of individual differences in gender and cognitive style were investigated. The result will bring innovative inspiration for auctioneers, bidders and managers of the auction site. |