在线反向拍卖相关理论和研究综述
首发时间:2016-09-13
摘要:随着Priceline网站的兴起,在线反向拍卖模式(NYOP)已成为企业和学术界较为关注的问题。以往关于在线反向拍卖模式(NYOP)的研究,一方面集中在平台的最优设计方面,另一方面集中在消费者的竞拍行为方面。本文首先对在线反向拍卖模式(NYOP)的在线报价机制设计和消费者行为两个方面研究进行回顾,然后通过引入在线拍卖理论、消费者行为理论、消费者情绪与消费者行为的关系理论、期望效用理论等理论对在线反向拍卖相关理论和研究进行丰富和完善。
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Review of relevant theory and Research on online reverse auction
Abstract:With the rise of the Priceline website, online reverse auction mode (NYOP-Name Your Own Price) has become the focus issues of enterprise and academic. Previous research on online reverse auction mode (NYOP), on the one hand focused on optimal design of the platform, on the other hand, focused on consumer's bidding behavior. Based on the online reverse auction mode (NYOP) reviewed two aspects of the online bidding mechanism design and consumer behavior, and then through the introduction of online auction theory, the theory of consumer behavior, consumer sentiment and consumer behavior theory, expected utility theory to enrich and perfect the related theory of online reverse auction.
Keywords: online reverse auction consumer behavior theory expected utility theory
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No.4703669116212914****
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