在线拍卖成交价格影响因素的实证研究——以淘宝网现代翡翠手镯拍卖数据为例  

An Empirical Research on the Determinants of Closing Price in Online Auctions:Based on the Modern Jade Bracelet from Taobao

作　　者：孙丽丽[1] 葛虹[1] 冯玉强[1] 

机构地区：[1]哈尔滨工业大学管理学院,哈尔滨150001

出　　处：《信息系统学报》2010年第1期34-42,共9页China Journal of Information Systems

基　　金：黑龙江省自然科学基金重点项目(ZD2008)

摘　　要：运用偏相关以及多元逐步回归分析方法,以淘宝网现代翡翠手镯的在线拍卖成交数据为例,实证分析了在线拍卖成交价格的影响因素及各因素的重要程度。分析结果除了得出起始价格是重要影响要素(与现有文献研究结论一致)外,还得出了加价幅度、出价次数、卖家所在地区、商品证书、卖家是否保修、售后服务等因素是拍卖品(现代翡翠手镯)成交价格的关键影响要素,并得出各要素的影响程度,丰富了现有的在线拍卖理论。本文进一步对研究结论进行分析,给出了在线拍卖网站和卖家的经营建议。Using the data from the modern jade bracelet collected from Taobao,the paper empirically investigates the determinants of closing price in online auction and the importance of those factors by means of Partial Correlation and Multiple Stepwise Regression Analysis.Results show that starting price has a significant effect on the closing price in online auctions as some literatures indicated.What＇s more,we discover that the minimum bid,the number of bids,the city where sellers live,product certification,warranty and after service are also the crucial determinants of the closing price.Finally,some business suggestions are proposed for online auction websites and auctioneers with all these significant factors under consideration.

关 键 词：在线拍卖 成交价格 偏相关 多元逐步回归 

分 类 号：F724.6[经济管理—产业经济]