网拍“新”机制与情绪化竞价-基于投标代理的实验研究  

Emotional Bidding in Online Auctions-An Experimental Investigation on Software Agents

作　　者：杜宁华[1] 杨毅 Du Ninghua;Yang Yi(School of Economics,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]上海财经大学经济学院,上海200433

出　　处：《数量经济研究》2024年第3期1-19,共19页The Journal of Quantitative Economics

基　　金：上海市高峰学科(Ⅱ类)——“理论经济学”建设计划;上海财经大学创新团队支持计划“行为经济学视角下的决策行为——理论和实验”的联合资助。

摘　　要：相比传统拍卖,网上拍卖出现了许多机制变化。本文构建实验室实验探究投标代理这一网拍独有机制对投标价的影响。实验比较不同投标代理机制下的荷兰式拍卖发现:当投标代理为强制选项时,竞拍价格会降低;当代理为自主选项时,竞买者在选择代理时竞价较高,在自主出价时竞价较低。该结果与以下情绪心理假说预测相一致:(1)投标代理的存在使得纯粹的人际竞争转化为人机混合竞争,从而减弱了对竞争获胜的渴望,竞买者出价更低;(2)自主选择下,相比自行参与拍卖,使用投标代理导致丧失了出价的灵活性,在选择投标代理后为了避免事后后悔,竞拍者出价更高。实验还表明,就卖方收益而言,无代理和自主选择代理设置都要优于强制选择代理设置。Compared with conventional auctions,many institutional changes arise in online auctions.This study experimentally investigates the impacts of software agents on bidding behavior.There are three treatments in our laboratory experiments:the no proxy treatment(NPT)in which proxy bidding by software agents is not allowed,the choice-based proxy treatment(CPT)in which proxy bidding is chosen by the bidders,the randomization-based proxy treatment(RPT)in which proxy bidding is exogenously given.Experimental results show that in RPT,the existence of the software agent reduces the auction prices.In CPT,bidders increase their bids when choosing proxy bidding,and bid less while bidding themselves.Our experimental results are consistent with the following behavioral hypotheses:in RPT,the software agent transforms the competition among humans into a mixed competition between humans and machines,thereby reducing the utility of winning and bidders bid lower;in CPT,compared with bidding by oneself,the use of software agent leads to lose the flexibility of bidding and bidders bid higher to avoid regret.The experimental results also show that proxy settings under RPT generate the lowest revenue for the sellers.

关 键 词：网上拍卖 投标代理 实验室实验 情绪 

分 类 号：F49[经济管理—产业经济]