经济管理
經濟管理
경제관리
Economic Management Journal（EMJ）
2007年
6期
43~47
,共null页
网上拍卖 心理账户 竞买者 期望价值
網上拍賣 心理賬戶 競買者 期望價值
망상박매 심리장호 경매자 기망개치
online auction; mental accounting; bidders; expectation value
本文在心理账户研究范式下．分析网上拍卖中竞买者心理账户的变化过程。在研究拍卖心理账户初始金额的基础上．以孔夫子旧书网为数据来源，研究了竞买者心理账户对网上拍卖结果的影响。本文认为．小额起拍价与加价的违约率高于大额起拍价与加价的违约率．随机参与者的违约率大于专家的违约率。从而揭示了基于心理账户影响的网上拍卖竞买者违约的本质特征。
本文在心理賬戶研究範式下．分析網上拍賣中競買者心理賬戶的變化過程。在研究拍賣心理賬戶初始金額的基礎上．以孔伕子舊書網為數據來源，研究瞭競買者心理賬戶對網上拍賣結果的影響。本文認為．小額起拍價與加價的違約率高于大額起拍價與加價的違約率．隨機參與者的違約率大于專傢的違約率。從而揭示瞭基于心理賬戶影響的網上拍賣競買者違約的本質特徵。
본문재심리장호연구범식하．분석망상박매중경매자심리장호적변화과정。재연구박매심리장호초시금액적기출상．이공부자구서망위수거래원，연구료경매자심리장호대망상박매결과적영향。본문인위．소액기박개여가개적위약솔고우대액기박개여가개적위약솔．수궤삼여자적위약솔대우전가적위약솔。종이게시료기우심리장호영향적망상박매경매자위약적본질특정。
Under the mental accounting research model, this paper analyzes the process ot mental accounting tor bidders in online auction and researches on the initial fund of auction mental accounting. The author adopts data from Kongfz secondhand book net and considers the propositions that the rate of default in small increased price and starting price is higher than the big one＇ s and the rate of breach of contract for random bidders is more than the specialists＇ who have set the auction mental accounting, thus based on the influence of mental accounting to reveal the characteristic of non-credible of bidders＇ performance in online auction.
