网络拍卖中的使用价值与卖家挂牌行为
Value of Usage and Seller's Listing Behavior in Internet Auctions
摘要：
在本文中，我们的目的是实证研究的价值，网站的使用和卖家的上市行为在两个领先的互联网拍卖网站，易趣和雅虎！拍卖会卖方的均衡上市行为的描述性数据分析表明，卖方的预期较高的拍卖收入从eBay与大量的潜在投标人衡量的网站使用每个上市。我们的估计结果基于卖家预期拍卖收入和潜在竞标者网站使用情况的对数规范，显示在中位数情况下，（i）独立访问者增加1%（页面访问量）每列项目导致0.022（0.007）卖家预期拍卖收入的增长百分比;以及（ii）卖家列表增加1%会导致独立访问者（页面访问量）增加1.99%（4.74%）。由于预期拍卖收入的增加将导致更多的上市，我们可以推断上市数量和网站使用之间的正反馈效应。因此，Yahoo！拍卖，其中有相当少的上市，有更大的激励，以增加上市通过这些反馈效应，反映在其收费表。
英文摘要：
In this paper, we aim to empirically examine the value of website usage and sellers' listing behavior in the two leading Internet auctions sites, eBay and Yahoo!Auctions. The descriptive data analysis of the seller's equilibrium listing behavior indicates that a seller's higher expected auction revenue from eBay is correlated with a lager number of potential bidders measured by website usage per listing. Our estimation results, based on the logarithm specifications of sellers' expected auction revenues and potential bidders' website usage, show that in a median case, (i) 1 percent increase of the unique visitors (page views) per listed item induces 0.022 (0.007) percent increase of a seller's expected auction revenue; and (ii) 1 percent increase of sellers' listings induces 1.99 (4.74) percent increase of the unique visitors (page views). Since increased expected auction revenues will induce more listings, we can infer positive feedback effects between the number of listings and website usage. Consequently, Yahoo!Auctions, which has substantially less listings, has greater incentives to increase listings via these feedback effects which are reflected in its fee schedules.
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