网上一元竞拍现实成交关键因素研究:——基于eBay网络Mp3竞拍的实证  

The Research on Key Factors of the Real Transaction Completes of One Yuan Internet Auction

作　　者：吕彦儒[1] 周颖[1] 

机构地区：[1]上海交通大学安泰经济与管理学院

出　　处：《上海管理科学》2006年第6期30-32,共3页Shanghai Management Science

摘　　要：以往的研究把网络拍卖的绩效界定为拍卖成功和收盘价格(成交价格),事实上网络拍卖真正成功与否是看现实中的交易是否完成,尤其是在中国由于信用体系建立远远还不发达,加上网络竞拍方式本身规则的限制,网络上的成交与现实中的成交相去甚远,真正的网络拍卖成功不是用网络成交来衡量而是用实际成交来衡量。因而我们把研究的问题集中在网上一元竞拍现实成交及其影响因素的研究上,并以中国最大的C2C网站eBay易趣网络MP3竞拍为实证。文章选取网络参考价、网络成交价、出价次数、浏览次数、物品在线时间、是否广告位、卖家信用度、是否超级卖家、买家对卖家好评率、注册天数、是否支持安付通、买家是否认证、买家信用度和是否有店铺等变量作为网络竞拍现实成交的衡量指标,基于因子分析的方法对这14个指标进行了分析。研究表明信息因子、卖家信用与经验因子、交易安全因子、价格因子、买家信用因子等五个因子是衡量网上一元竞拍现实成交的关键因子。Existing researches define the performance of Internet auction by successful auction and closing price. In fact whether the Internet auction succeeds or not depends on whether the real transaction completes or not. In China, a real successful Internet auction is not judged by the completion of Internet transaction, but by the completion of real transaction. Based on a case of MP3 auction in eBay Eachnet, the largest Chinese C2C website, our research focuses on the transaction of Internet auction and factors influencing it. This paper chooses as scaling indices Internet reference price, Internet transaction price, bidding times, scanning times, sale online time, ad post or not, seller credit, super seller or not, days of registration, safe-pay or not, purchaser authority, purchaser credit, have store or not, and analyzes these indices using the method of factor analysis. The research shows that information factor, seller credit, experience factor, transaction safety factor, purchaser credit factor are key factors influencing whether Internet auction completes or not.

关 键 词：网上一元竞拍 现实成交 因子分析 关键因素 

分 类 号：F724.6[经济管理—产业经济]