二手产品B2C在线拍卖的价格影响因素分析——以京东拍卖为例

The Determinants of Price in Second- hand Products B2C Online Auction——Evidences from Auction on JD.com

与C2C在线拍卖相比,B2C在线拍卖因卖方较少且都已建立一定的声誉而降低了二手产品在线拍卖对声誉机制的依赖,强化了卖方的信号发送和买方的竞标行为对拍卖成交价的影响。基于京东在线拍卖数据,对B2C二手产品拍卖成交价格的实证研究发现,相较于竞标者行为,卖方的信号发送行为对拍卖成交价格的影响更大。基于分位数回归进一步发现,尽管发布同款新品价格和拍卖品新旧程度是最有效的信号发送行为,但是其对成交价格的影响随着拍卖品价值的提高而递减;竞标者数量及其竞价对拍卖成交价格的影响虽然较小,但是它随着拍卖品价值的提高而递增。

Comparing to C2 C online auction,B2 C online auction,which has less sellers but a higher established reputation,reduces the importance of reputation mechanism in asymmetric second- hand online auctions and strengthens the role of seller's signaling and buyer's bidding strategies in determining the final price.This study investigates the data from the JD. com auction platform and finds that the seller's signaling is much more important in determining the final price than the biddings of buyers. Further study with quantile regression indicates that the price effect of the seller's most effective signaling,such as listing the price of the new product sold on JD. com and the conditions of second- hand products,decreases with the value of second-hand product,while the price effect of the number and the competition of bidders,despite small,increase with the value of second- hand product.