購(gòu)買，出價(jià)，娛樂(lè)還是競(jìng)爭(zhēng)？在線拍賣中的價(jià)值評(píng)估和決策力度【外文翻譯】

1、標(biāo)題：BuyingBiddingPlayingCompetingValueAssessmentDecisionDynamicsinOnlineAuctions原文：AlthoughtheInterisarelativelyrecentphenomenonlongdistanceauctionsbymailhaveexistedfmethan100years.Backinthe1870sstampdealersintheUnitedSta

2、tesoffered“mailbidding”servicesfindividualswhowishedtobidonstampswithouthavingtotraveltotheauctionlocation.Thesebidderssubmittedtheirbidsthroughmailthestampsweresoldtothehighestbidderatthepriceofoneincrementoverthesecond

3、highestbid(referredtoassecondpriceauctions).ElectronicauctionsontheInterhaveseveraldistinguishingacteristicswhichexplaintheirgrowingpopularity.Firstonlineauctionseliminatethegeographicallimitationofmanytraditionalauction

4、senablingpeoplefromalloverthewldtoparticipateinanyauction.SecondintermsofdurationInterauctionscanlastfseveraldays(usuallyaweek)allowasynchronousbiddingwhichgivesbothsellersbiddersmeflexibility.Thirdthesewebsitescanrunauc

5、tionsatsubstantiallyloweroperationalcoststhantraditionalauctionhousescanthusgelowercommissionfeesattractmesellersbuyers.Theseacteristicsofonlineauctionsaccountftheirgrowingpopularityasawaytobuysellgoodsservices.Onlineauc

6、tionspresentnotonlyanewmarketplaceftransactionsbutalsoanewdomainfconsumerdecisionmaking.Ofcoursesomefundamentalaspectsofconsumerdecisionmakingsuchaspreferenceconstructiontheimpactofthechoicecontext(fareviewseeBettmanLuce

7、&Payne1998)arelikelytoapplytoauctionsastheydoinregularpurchasedecisions.Howevertheuniqueacteristicsoftheonlineauctionenvironmentraiseimptantnewconceptualissuesarelikelytoimpactconsumerdecisionmakinginsignificantways.Inpa

8、rticularthereareatleastthreekeyacteristicsofauctionbasedpurchasesthatarelikelytoinfluenceconsumerdecisionmaking.1.Multistageprocess—Unlikefixedpricepurchasesauctionstakeplaceoverlikelytoplayakeyroleatthisphase.Biddingatt

9、heEndofanAuctionTheconclusionofanauctionisoftenadistinctphasethatdeservesspecialattention.Muchlikeinamarathontheendofanauctioniswherethe“winner”“l(fā)osers”aredetermined.Thisiswhereeachoftheparticipantsmustdecidewhatkindofre

10、sourcestheyarewillingtoinvesttowin.Thusthemaindifferentiatingacteristicoftheendofanauctionisthatunlikeearlierphasesdecisionsattheendareclearlyconsequentialoftenirreversible.Withrespecttothedistinctionbetweenvalueassessme

11、ntdecisiondynamicsbytheendofanauctionanactiveparticipantislikelytohaveexaminedallthevaluecuesfmedanassessmentoftheitem’svaluewhereasdecisiondynamicsarelikelytoplayacriticalroleinthefinalbiddingdecisions.Accdinglyourfocus

12、atthisstageisondecisiondynamics.PRELIMINARYSTUDIESOFVALUEASSESSMENTINONLINEAUCTIONSThepreviousdiscussionpresentedpropositionsregardingvariousinfluencesonbiddingbehaviwhichmightbeinvestigatedinfutureresearch.Inthissection

13、wedescribethreestudiesthatwereconductedtoexamineaspectsofvalueassessmentinanaturalauctionenvironmentonacommercialauctionwebsite.Thefirststudywasapricecomparisonstudythatinvolvedthecomparisonofpricesinanonlineauctionsitet

14、opricesofregularonlineretailers.ThesecondstudyinvolvedauctionsfticketstotheRoseBowl(PAC10vs.Big10)footballgameexaminedtheeffectofsellers’reputationstartingprices.Thethirdstudywasacontrolledexperimentexaminingtheeffectsof

15、startingpricessearchcosts.SearchPriceComparisons(AFieldStudy)Thisinitialstudywasdesignedtoexaminetheissueofpricecomparisonefficiencyofauctionsassellingmechanisms.Wetracked500auctionsonalargeInterauctionsitefmusicCDsbooks