网络拍卖与固定价格交易卖家收益比较研究.docVIP

网络拍卖与固定价格交易卖家收益比较研究摘要：首先比较了单物品交易下网络拍卖和固定价格卖家收益的差别，引入固定价格成交概率这一因素，说明了实证和理论研究中两种交易方式收益高低对比出现矛盾的原因。在此基础上，分析了卖家不同的风险态度如何影响网络拍卖和固定价格的选择。结论是当消费者数量较少时，网络拍卖更有益于风险规避的卖家，而固定价格交易则有利于风险偏好的卖家；但当消费者数量较多时，不论卖家的风险态度如何，网络拍卖都能给卖家带来更大的收益。最后，将分析拓展到多物品交易的情况，假设不同时期市场中存在消费者的进入与退出，此时初始消费者的数目对于固定价格卖家收益的影响更大，而每期新进入的消费者数目则会更多地影响拍卖卖家收益。结论是只有当消费者人数很多时固定价格卖家收益才有可能超过拍卖，否则依然是网络拍卖占有优势。交易商品数量越多，拍卖的收益优势就越明显。 关键词：网络拍卖；固定价格；风险偏好；风险规避；卖家收益 中图分类号：F713.3文献标识码：A文章编号：1001—8409（2012）09—0050—06 Comparative Analysis about the Sellers′ Income of Online Auction and Fixed Price XIE Wen—rong， CHEN Hong—min （Antai College of Economics Management， Shanghai Jiaotong University， Shanghai 200052） Abstract： This paper first compares the difference of sellers′ income of online auction and fixed price in single product sales. Through considering the effect of deal probability， it explains why the conclusion of theoretical and empirical analysis always conflict with each other. Then it analyzes how the seller′s risk attitude affects the choice of online auction and fixed price. It is found that when there are only a few consumers， risk—averse seller prefers auction and risk—preference seller prefers fixed price； if there are lots of consumers， online auction will bring the seller more profit， no matter what is the seller′s risk attitude. Finally， it extends the analysis to multiple homogeneous products and supposes that in different periods some consumers will leave and enter the market randomly. It proves that the number of consumers in the first stage has more influence on the income of fixed—price sellers， and impact of new entrants is on the contrary. Only when there are quite many consumers exist in the market in the first stage， the profit of fixed—price sellers can exceed auction sellers. The more products sellers want to sell， the larger income auction sellers will obtain. Key words： online auction； fixed price； risk preference； risk averse； sellers′ income 一、引言 网络拍卖的运用始于1995年，伴随着eBay的诞生、成熟乃至于发展