臺灣博碩士論文加值系統

本文主要研究賣家拍賣頻率對於交易模式及訂價之影響，在Chen et al.( 2013)之理論架構下，推論其與風險態度之關係。本文確認了其對交易模式選擇及訂價之影響，亦排除了其導因於競爭激烈程度及其影響交易模式與訂價選擇之可能，得到了「拍賣次數較頻繁之賣家較有可能吸引風險趨避之買家」之推論。本文亦以Chen et al. (2013)之理論為基礎，補足了Anderson et al. (2007)的研究結論。此外，本篇也根據Chen et al.(2012)的計量方法研究不同交易模式下成交率和成交價的變化，得到了相似的結果。

This paper empirically studies the impact of the seller''s auction frequency on the auction format and pricing, and discuss its relationship with the risk attitude based on the theory of Chen et al. (2013). This paper also confirms its impact on the auction format and pricing, and also excludes the effect of competition between buyers. We have the conclusion that sellers with more frequent auctions are more likely to attract more risk-adverse buyers. This paper also complements the conclusion of Anderson et al. (2007) based on the theory of Chen et al. (2013). In addition, we estimate change in sales rate and transaction price between different format and has the result, which is similar to Chen et al.(2012).

目 錄
口試委員會審定書……………………………………………………………… i
誌謝………………………………………………………………………………………… ii
中文摘要……………………………………………………………………………… iii
英文摘要………………………………………………………………………………… iv
目錄…………………………………………………………………………………………… v
圖目錄……………………………………………………………………………………… vi
表目錄…………………………………………………………………………………… vii
第一章 簡介………………………………………………………………………… 1
第二章 資料探討………………………………………………………………… 3
2.1 eBay交易模式介紹……………………………………………………… 3
2.2 基本資料………………………………………………………………………… 4
2.3 交易模式與其他變數之關係……………………………………… 5
2.4 拍賣頻率與其他變數之關係……………………………………… 7
第三章 研究方法……………………………………………………………… 10
第四章 迴歸模型實證……………………………………………………… 12
4.1拍賣機制選擇與拍賣頻率之關係……………………………… 12
4.2訂價與拍賣頻率之關係………………………………………………… 14
4.3競標激烈程度與拍賣頻率之關係……………………………… 19
4.4交易模式與交易結果之關係……………………………………… 22
第五章 結語………………………………………………………………………… 25
參考文獻………………………………………………………………………………… 26
附錄…………………………………………………………………………………………… 27

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