臺灣博碩士論文加值系統

本論文針對一種近年來新興的電子商務模式---結合賭博投機性質的拍賣模式：娛樂式拍賣(國外稱為一分錢拍賣( Penny Auction)做台灣市場的探索性研究，同時亦為各家類似網站之間求異同的多個案研究。在既有文獻中已有學者運用賽局理論評估買方(競標者)的最佳決策、賣方(網站業者)的營運策略，並輔以實證資料觀察競標行為中的學習效應等，然而該網站之競標行為，並非單純僅止於買賣雙方交易的層面，實際上伴隨著競標者共謀圍標的氾濫現象。因此本研究側重於觀察群體合作行為，依質性研究精神深入相關論壇，擷取並篩選網友討論串文本做論述分析，窺探該次文化現象及對市場有何影響，以及從中歸納出消費者偏好；另一方面，亦利用各娛樂式拍賣網站所提供之歷史拍賣資訊等實證資料，輔以觀察法試著了解消費者偏好在高流量的代表性網站及受歡迎的新興網站間營運策略上的差異(如商品種類、促銷手法、競爭狀況和拍賣制度等)有何連結，以釐清該產業至今及未來之發展脈絡。

This Paper concerns with the development of a brand-new e-auction type called penny auction in Taiwan for its high reputation of foreign market (Europe, American and Japan). Penny auction websites feature their colorful and gambling-like rules or mechanism, which attracts many people but often, leads to unbalance of beneficial obtainment between auctioneer and bidders. Previous studies focused on using theoretical mathematical models and empirical data to analyze rational bidders’ behaviors, or to estimate websites’ revenue. Some of them highlighted learning effect may influenced a single bidder’s strategy or behavior but still never considered bidding collusion at group level. Our exploratory research found bidding collision commonly exists in Taiwan’s penny auction websites and significantly disadvantages general bidders. Therefore, we highlight to use qualitative data, such as bidders’ discussing articles or comments, to explore their collusive bidding behaviors and consumer preferences by narrative analysis; besides, we also utilize observation method via historical auction data offered from websites, to engage in doing multi-case study research, comparing the differences of operating strategies between similar penny auction websites, in order to track the progress toward future.

論文審定書 i
摘要 ii
Abstract iii
第一章 、前言 1
第一節 研究背景 1
第二節 研究目的與研究貢獻 8
第三節 章節安排與順序 9
第二章、文獻探討 10
第一節 Penny Auction之研究面向 10
第二節 Penny Auction 數學理論模型 (Theoretical) 12
第三節 Penny Auction 資料觀察分析 (Empirical) 15
第三章、研究方法 17
第一節 研究設計說明(多個案研究) 17
第二節 資料來源與收集 18
第四章、娛樂式拍賣之競標模式 20
第一節 英式拍賣型模式 20
第二節 荷式拍賣/樂透型模式 23
第三節 受歡迎的程度 25
第五章、競標行為與網站營運策略 26
第一節 競標者的類型 26
第二節 個人競標策略類型 28
第三節 群體合作圍標行為 32
第四節 Penny Auction 網站吸引競標者之因素 34
第五節 競爭激烈程度之衡量 36
第六節 商品種類多樣性觀察 47
第七節 Penny Auction 各家網站競標制度的差異 50
第六章、研究結果與討論 61
參考文獻 65

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All penny auctions.com(www.allpennyauctions.com).

Bidfun競拍討論狂論壇(www.bidfun.com.tw).

Bid &; Buy (www.bidandbuy.com.tw).

Fabulaz (www.fabulaz.com.tw).

GodBid (www.godbid.com.tw).

HappyBid (www.happybid.com.tw).

QuickBid (www.quickbid.com.tw).

Y-Bid (ybid.ytower.com.tw).

哇!拍賣(auction.agito.com.tw).