一类网上英式拍卖：顾客投标行为研究

网上拍卖作为一种新型营销手段正在越演越烈,在电子商务中举足轻重.网上拍卖结合传统拍卖与IT技术,有其独特性,文章以eBay为背景,研究一类有代理的网上英式拍卖,其中顾客逐个到达,卖方可以设置保留价也可以不设置保留价.具体分析了此类网上拍卖的动态进程.基此,在对顾客的到达过程与估价分布函数不作具体假设的一般情形下,证明了对于个人价值独立模型,顾客一到达就报价且报实价为占优战略.进而,将此与文献中关于关联价值模型下的均衡投标策略进行了比较分析,并解释了网上拍卖实践中的一些现象.

Study on bidding strategies in online auctions

With the rise of e-commerce, more and more firms are experimenting with online auctions, among which eBay. corn has achieved the great success. Based on eBay, this paper studies an online English auction with proxy bidding where customers arrive one after another and the seller can either set a reserve price or not. After describing the process of the online auction, it is shown that the truthful and early bidding is dominant strategy for bidders if their valuations on the item are independent and private. Then, we compare this strategy with the last-minute bid- ding strategy presented in the literature for the case of interdependent valuations, and we interpret some bidding behavior in practice