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中国管理科学

中国管理科学 ›› 2023, Vol. 31 ›› Issue (3): 92-101.doi: 10.16381/j.cnki.issn1003-207x.2022.0411cstr: 32146.14.j.cnki.issn1003-207x.2022.0411

• 论文 • 上一篇    下一篇

基于焦点的在线英式拍卖决策方法

李永刚, 王瑞敏, 安琳琳, 史心如, 胡祥培   

  1. 大连理工大学经济管理学院，辽宁 大连116023
  • 收稿日期:2022-02-28 修回日期:2022-07-30 出版日期:2023-03-20 发布日期:2023-04-03
  • 通讯作者: 胡祥培(1962-),男（汉族），安徽绩溪人, 大连理工大学经济管理学院，教授, 博士生导师, 研究方向: 数据驱动的智能决策、电子商务与物流管理、人工智能,Email: drhxp@dlut.edu.cn. E-mail:drhxp@dlut.edu.cn
  • 基金资助:
    国家自然科学基金资助重点项目(71931009)；国家自然科学基金资助面上项目(71971040)；国家自然科学基金资助国际合作重点项目(72010107002)

Decision Making Approaches of Online English Auction Based on Focus Point

LI Yong-gang, WANG Rui-min, AN Lin-lin, SHI Xin-ru, HU Xiang-pei   

  1. School of Economics and Management, Dalian University of Technology, Dalian 116023, China
  • Received:2022-02-28 Revised:2022-07-30 Online:2023-03-20 Published:2023-04-03
  • Contact: 胡祥培 E-mail:drhxp@dlut.edu.cn

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摘要： 在线拍卖打破了传统拍卖的时空限制, 一口价允许竞拍者通过接受预先设置的特定价格即刻获得拍品,克服了在线拍卖时间成本高的问题, 使其在电子商务平台得到广泛应用。针对固定一口价在线拍卖问题, 在英式拍卖机制下, 强调决定竞拍者能否赢得拍卖的是最高报价的事实, 提出基于焦点的在线拍卖决策方法。 焦点由赢得拍品的可能性和其对应的收益共同决定。 参与者依据选定的焦点做出决策, 不同类型的焦点用来直接反映参与者的决策偏好。 基于焦点的决策方法得到英式拍卖下不同风险偏好竞拍者的最优策略和卖家一口价的定价区间, 分析参与人数、估值等因素对焦点和参与者决策的影响。结合雅虎网站的竞拍现状, 为在线拍卖参与者提供决策支持和为平台提供管理启示。

关键词: 在线拍卖；固定一口价；焦点；英式拍卖

Abstract: An online English auction process is studied with permanent buyout option. Online auction breaks the limitation of time and space of traditional auctions. The buyout option allows a bidder to obtain the auction item immediately by accepting the buyout price, which overcomes the problem of high time cost and makes it widely used in e-commerce platform. Decision-making approaches of online English auction are proposed based on focus point, which emphasize the fact that it is the highest biding price that determines whether the bidder can win the auction. The focus is selected by comprehensively considering the relative possibility of obtaining the auction item and the income. Participants make decisions according to the selected focus point, and different types of focus point are used to directly reflect participants’ decision preferences. Two types of focus point are considered. The active focus point is a state with higher relative possibility degree and higher satisfaction level. It is selected by an optimistic participant. The passive focus point is a state with higher relative possibility degree and lower satisfaction level. It is selected by a pessimistic participant. The optimal strategies of bidders with different risk preferences and the range of the seller’s buyout price under the English auction are given. This approach based on the focus point can explain the jump bidding strategies in an auction process. Setting an appropriate buyout price provides a way to avoid the problem such as “winner’s curse” and bidders’ offers are usually concentrated at the end segment. The influence of the number of participants, valuation and other factors on the focus point is analyzed. It shows that the bidder with passive focus point is more honest and more likely to accept the buyout price than the bidder with active focus point. It provides decision support for online auction participants and management enlightenment for the platform by considering the bidding example of Yahoo.

Key words: online auction; permanent buyout price; focus point; English auction

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