A Study of Key Factors of Bidding Strategy in On-line Auctions.

• Main Authors: Wen-Ching Yang, 楊文菁
• Other Authors: Ting-Peng Liang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/93275678208619015052

碩士 === 國立中山大學 === 傳播管理研究所 === 92 === The on-line auction has become an important issue in Taiwan, due to the intense competition between e-Bay and Yahoo! auction. However the relative researches in Taiwan hasn’t analyzed the bidding strategies of on-line auction bidders in detail. Therefore after reviewing relative literature, the motivation of using on-line auction, the characteristics of personality, the experience of internet and the involvement of product were saw as independent variables to discuss their relationships with bidding strategies, including the time of entering, the increment of bid, the numbers of bid and the degree of insistence in this research. Discovering the main factors affecting the time of entering are the experience of using on-line auction and the rating of bidder; the degree of exocentric in personality can affect the increment of bid; the motivation of using on-line auction and the involvement of product can affect the numbers of bid and the degree of insistence. Hence we can understand these four strategies were affected by different factors, and the forming of entire bidding strategies is very complicated. Going a step further, these four strategies were used to proceed cluster analysis, dividing the bidders into three groups：1. amateur bidders; 2. snipers; 3. impulsive bidders.