CAJ | 학술논문

随着电子商务的迅速发展，不同商务网站之间竞争日趋激烈。本文以淘宝网拍卖机制为例构建自下而上的multi－Agent仿真模型，分析不同拍卖机制设定对竞买人和拍卖人最终收益的影响。实证研究结果表明：相对于荷式拍卖，英式拍卖的出清价格更低，消费者收益更高，而生产者收益更低；对于荷式拍卖而言，随着降价幅度的增加，达到出清价格、均衡消费者效用和生产者收益的速度越来越快，最终出清价格和生产者收益水平差异不大，但消费者均衡效用水平越来越高。
수착전자상무적신속발전，불동상무망참지간경쟁일추격렬。본문이도보망박매궤제위례구건자하이상적multi－Agent방진모형，분석불동박매궤제설정대경매인화박매인최종수익적영향。실증연구결과표명：상대우하식박매，영식박매적출청개격경저，소비자수익경고，이생산자수익경저；대우하식박매이언，수착강개폭도적증가，체도출청개격、균형소비자효용화생산자수익적속도월래월쾌，최종출청개격화생산자수익수평차이불대，단소비자균형효용수평월래월고。
With the rapid development of E-commerce, the competition among different commercial sites becomes in-creasingly fierce.To study the impact of different auction designs on the final revenue gained by both sides, the paper builds a bottom-up multi-agent model based on the mechanism of Taobao site.The empirical results indicate that:compared with Dutch auction, the English clock auction brings lower market clearing price, higher utility for consumers and lower revenue for the producer;as to Dutch auction, with the increase of price reduction, the speeds of reaching the market clearing price, equilibrium utility and equilibrium revenue become higher, the utility of consumers become higher while the final clearing price and equilibrium revenue hardly change.