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首页> 外文期刊>International journal of business information systems >Effective selling strategies for online auctions on eBay: a comprehensive approach with CART model
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Effective selling strategies for online auctions on eBay: a comprehensive approach with CART model

机译：有效的eBay网上拍卖销售策略：采用CART模型的综合方法

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摘要

Most existing studies on selling strategies in online auctions do not distinguish auction heterogeneity when providing operational selling recommendations. They also tend to assume single objective for sellers. In this study, we incorporate seller and product heterogeneity into our analytical framework and implement data mining analysis in four auction segments. We use classification and regression tree (CART) to identify the critical factors along with their sequences for auction success and prices. We find different determinants for auction success and ending prices in these four auction segments. The classification and regression trees provide operational choices for sellers to build the most effective selling strategies. We propose that, by using expected auction prices with the classification and regression trees, sellers can integrate auction success and prices as multiple objectives in their selling strategies. Overall, this study contributes to the literature by providing an innovative methodology for effective selling recommendations, which can potentially lead to significant and smooth growth of the online auction market.
机译：现有的大多数有关在线拍卖销售策略的研究在提供运营性销售建议时都无法区分拍卖的异质性。他们也倾向于为卖方承担单一目标。在本研究中，我们将卖方和产品的异质性纳入我们的分析框架，并在四个拍卖环节中实施数据挖掘分析。我们使用分类和回归树（CART）来识别关键因素以及它们对拍卖成功和价格的顺序。在这四个拍卖环节中，我们找到了决定拍卖成功和最终价格的不同因素。分类和回归树为卖方提供了操作选择，以建立最有效的销售策略。我们建议，通过将预期的拍卖价格与分类树和回归树一起使用，卖方可以将拍卖成功和价格作为其销售策略中的多个目标。总体而言，这项研究通过提供有效销售建议的创新方法来为文献做出贡献，这可能会导致在线拍卖市场的显着且平稳增长。

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