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首页> 外文期刊>Journal of Business Research >Maximizing willingness to bid within 'Buy It Now' auctions
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Maximizing willingness to bid within 'Buy It Now' auctions

机译：在“立即购买”拍卖中最大程度地出价

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摘要

The present research investigates the impact of minimum starting bids and buy-it-now prices on both maximum willingness to bid and attitude toward the seller. Results from an experimental study suggest that higher minimum starting bids coupled with higher buy-it-now prices increase the maximum price that auction participants are willing to bid yet no negative impact on participants' attitude toward the seller is evidenced. These findings suggest that sellers in online auctions can receive tangible benefits (i.e., higher maximum prices that participants are willing to bid) without negative perceptual results (i.e., attitude toward the seller is not diminished) from setting the minimum starting bid higher and the buy-it-now price higher.
机译：本研究调查了最低起始出价和立即购买价格对最大出价意愿和对卖方态度的影响。实验研究的结果表明，更高的最低起拍价与更高的立即购买价格共同提高了拍卖参与者愿意竞标的最高价格，但没有发现对参与者对卖方态度的负面影响。这些发现表明，在线竞价中的卖方可以通过将最低起始竞标价提高和购买而获得明显的收益（即，参与者愿意竞标的最高价格更高），而不会产生负面的感知结果（即，对卖方的态度不会减弱）。 -现在价格更高。

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  • 来源
    《Journal of Business Research》 |2013年第4期|554-558|共5页
  • 作者

    David M. Hardesty; Tracy A. Suter;

  • 作者单位

    Marketing Area, 455 Q Gatton College of Business & Economics, University of Kentucky, Lexington, KY 40506-0034, United States;

    Marketing Area, 455 Q Gatton College of Business & Economics, University of Kentucky, Lexington, KY 40506-0034, United States,Department of Marketing, William S. Spears School of Business, Oklahoma State University, 700 North Greenwood Avenue, Tulsa, OK 74106-0700, United States;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    online auctions; buy-it-now prices; reference prices; electronic commerce; anchoring;

    机译：在线拍卖;立即购买价格;参考价格;电子商务;锚定;

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