商品价格参照性对于网络交易方式选择的影响

The Impact of Price Reference on the Choice Between Online Auction and Fixed Price

通过理论模型和实证检验,发现在网络交易中价格参照性是卖家交易方式选择的重要依据。基于商品的价格参照性,构建了存在固定价格销售时多物品拍卖的一般模型,分析了不同价格参照性下,消费者的效用、参与决策和固定价格对于拍卖卖家收益的影响,并对单物品拍卖这一重要特例进行了讨论。研究发现,获得参考固定价格信息只在价格参照性较低时会增大高估价消费者的效用,价格参照性较高时,获得信息的高估价者支付的价格反而高于缺乏信息的高估价者。在卖家收益方面,商品的价格参照性下降,将增大网络拍卖卖家的收益,缩小固定价格卖家的收益。最后,通过对eBay交易数据的实证检验证实了这一结论。

Using modeling and empirical analysis, we show that sellers may choose online trading mode based-on price reference. Depending on this attribute, we build a general model for multi-product online auction and expound the participation decision of consumers and the profit of auction seller. We then study the special case of single product online auction. The results show that lower price reference will improve the profit of auction seller and reduce the profit of fixed price seller. Finally, through an empirical test using eBay transaction data, the conclusions of the theoretical models is supported.