Coveted or Overlooked? The Psychology of Bidding for Comparable Listings in Digital Auctions

This article elaborates on, and provides evidence of the herd behavior bias -- the tendency to gravitate toward, and bid for, auction listings with one or more existing bids, ignoring comparable or even more attractive unbid-for listings available at the same time -- exhibited by buyers in digital auctions. Some listings attract many bidders and become coveted, the center of bidding attention, while other equivalent or even superior listings are overlooked, receiving no bids at all. Empirical analysis using data from digital auctions across different product categories shows that this herd behavior bias is attenuated with increasing bid price, but increases with the difficulty of evaluating quality. The practical implications of these findings, and promising research opportunities in this area are also discussed.     

对电子商务时代网络体育消费者购买决策力的分析与研究

随着电子商务的快速发展,越来越多的体育消费者青睐于网络消费。本文通过对网络体育消费群体的特征、类型以及消费行为的特点与动机等因素进行分析,探讨影响该群体消费行为的因素,进而结合目前体育用品网络消费市场的发展现状,探讨相应体育营销手段,以期有助于网络体育零售商制定适合于网络销售的营销战略和营销工具。     

Strategic Implications of Reverse Auctions

ABSTRACT

A dramatic global power shift from seller to buyer is taking place in the reverse auction environment, with the value of materials purchased online expected to increase to more than $3 trillion in 2003. Techniques, opportunities, and problems associated with reverse auctions are described in the following paper. Special emphasis is given to General Electric Appliances. Companies such as General Electric Appliances have achieved large short-term cost savings and automation of traditionally labor-intensive processes. Reverse procurement auctions have had the effect of introducing information asymmetry in favor of the buyer, producing billions in cost savings. At least some short-run cost reductions may have come from vendors surrendering brand premiums. Further significant cost savings may not be possible; among other issues, long-term benefits to buyers may be mitigated if few vendors survive the migration to the reverse auction procurement environment, thus decreasing vendor competition.     

电子商务中消费者的权益保护研究

电子商务改变了传统商务手段,开拓了新的市场,产生了巨大的效应,同时也为消费者的权益保护带来了新的挑战。本文旨在对这些问题进行分析并提出相应的对策,以保护消费者在电子商务环境下的合法权益。     

Interdisciplinary Contributions to Marketing Thought

In this volume, we explore cross-disciplinary contributions to marketing knowledge. Examples are drawn from four related areas: a) management; b) art & design; c) electronic commerce & retailing; and d) psychology & consumer behavior. Traditionally, retailing and consumer behavior may be treated as sub-areas of marketing, rather than being viewed as disciplines in their own right. Here, the opposite view is adopted. In general, there is a focus on identifying knowledge that originates in other disciplines and then flows to marketing. Future studies may want to examine knowledge flows that occur in the opposite direction.     

Students' Online Shopping Behavior: A Dual-Country Perspective

ABSTRACT

This study investigates the online purchase behavior of a key segment of the population, the “Net Generation” undergraduate college-aged student, from two of the countries with the greatest potential for e-marketing opportunity, the United States and Ireland. In addition to identifying college students' Internet activities, this research provides useful comparative information concerning how frequently students from each country interactively shop online, how much they spend, what they buy, as well as answer the question whether students from the two countries under study approach the Buyer Decision Process differently in their use of the Internet. The results provide useful guidance to electronic marketers.     

Consumer Choice Behavior and Electronic Shopping Systems – A Theoretical Note

The aim of this paper is to provide an overview of alternative approaches in modeling consumer choice behavior with respect to making purchases either in the traditional manner or using an electronic shopping system. We concentrate on the effects of two specific features: the amount of time spent on shopping and the shopping experience. We consider a simple two-good situation in which one good is a composite good that consists of all goods purchased electronically, and the other is the composite of all goods purchased in a traditional manner. The models suggest that both time saved and an increase in shopping experience related to Web-based shopping will lead to increased purchasing at a Web shop.     

Defaults, Framing and Privacy: Why Opting In-Opting Out1

Differences in opt-in and opt-out responses are an important element of the current public debate concerning on-line privacy and more generally for permission marketing. We explored the issue empirically. Using two on-line experiments we show that the default has a major role in determining revealed preferences for further contact with a Web site. We then explore the origins of these differences showing that both framing and defaults have separate and additive effects in affecting the construction of preferences.     

我国跨境外贸电商平台模式比较分析与选择

电子商务正成为我国中小外贸企业拓展国际市场的重要方式,通过对敦煌网、速卖通、米兰网、兰亭集势网等小额跨境外贸电子商务交易平台及其运作模式的深入研究和比较分析,旨在提高中小企业电子商务应用水平,引导企业从传统的\"线下外贸\"到\"在线外贸\"的商务模式转变,帮助中小企业对跨境电商平台进行合理选择。     

The Montreal Taxonomy for Electronic Negotiations

Research in the domain of electronic negotiations is a rather new and very interdisciplinary field, which gains more and more attention due to the industry hype and momentum regarding electronic commerce and electronic markets. Negotiations in a narrow sense (not taking into account simple forms such as hit and take) have been identified as an advantageous coordination mechanism for the interaction of buyers and sellers in electronic markets that transcend the selling of commodities or uniform goods. Hence, support for negotiations may become a critical success factor for electronic markets, especially regarding the recent failures of many industrial ventures. This paper presents the Montreal Taxonomy, which allows not only for the exact characterisation and comparison of a broad variety of electronic negotiation designs and systems, ranging from auctions to bilateral bargaining tables, but could also lead towards a more structured approach for the design of electronic negotiations.     

The Hierarchy of Internet Communication Effects: A New Paradigm for Understanding Internet Promotion

ABSTRACT

The applicability of the traditional marketing models to online marketplaces has been of great interest since the advent of the Internet. This study examines the applicability of the Hierarchy of Communication Effects model to the online auction environment through the use of proprietary archival data. The results provide support for a new model, which we call the Hierarchy of Internet Communications Effects, which is applicable to online environments. The Hierarchy of Internet Communications Effects is analogous to other hierarchical effects models from consumer behavior literature known as the learning hierarchies. We provide suggestions to promote products or services at different stages in the Hierarchy of Internet Communications Effects; several implications and limitations are discussed, and future research is suggested.     

Auction Fever! How Time Pressure and Social Competition Affect Bidders’ Arousal and Bids in Retail Auctions

Auction sites on the Internet frequently put bidders under time pressure or highlight the social competition that is inherent to auctions. Both aspects are believed to elicit an exciting shopping experience, which may culminate in auction fever. In two laboratory experiments, we investigate the process of auction fever in retail auctions and demonstrate when and how auction fever affects bidding behavior. In contrast to previous studies, we employ physiological measurements as an objective and continuous assessment of bidders’ arousal in addition to a subjective assessment of bidders’ emotions through psychometric scales. Moreover, we explicitly study the interaction of time pressure and social competition on arousal and bids. We find that bidders’ arousal is increased in high time pressure auctions and that this leads to higher bids in ascending auctions—but only when bidders compete with human opponents. Thus, social competition is the actual driver underlying the auction fever phenomenon. Furthermore, we show that the “joy of winning” is significantly stronger than the “frustration of losing” in ascending auctions. Finally, we discuss the implications of our findings for the design of retail auctions.     

我国电子商务中的物流瓶颈

电子商务发展中,物流是重要的一环,两者存在密切的关联。在我国,物流业的发展滞后已影响到电子商务的推进,成为一个主要瓶颈。本文简要分析目前我国物流行业存在的主要问题,以期引起更多的关注。     

企业集群的协同商务平台模型研究

本文从协同商务的视角研究了企业集群,认为通过构建企业集群的协同商务平台可以充分发挥企业集群的竞争优势,基于电子商务网络形成集群企业与集群协同机构之间的从运营到战略层次的全方位协作互动。为此,本文创新性地提出了企业集群的协同商务平台模型与协同商务框架体系结构。     

E‐commerce: consumer protection issues and implications for research and education

The impact of e‐commerce on consumers, public policy, business and education is examined. It behoves academics and students alike to keep abreast of new developments in this field and to contribute to the public debate on the widespread effects of e‐commerce. A discussion of public policy initiatives, research questions and ideas for future research are given.     

电子商务时代:电子物流决胜

电子商务的迅猛发展给全球的物流和交通运输产业带来了新的商机。电子商务是人们利用电子手段进行商业、贸易等商务活动,是指商务活动的电子化、网络化和自动化;而电子物流是物流服务活动的电子化、网络化和自动化。电子商务重构了传统的供应与分销途径,对物流服务提出更高的要求,呼唤电子物流提供商的不断涌现和成熟。因此,在电子商务时代,电子物流是商务活动成功的关键。     

现代电子商务对物流的冲击

电子商务和物流作为现代流通的两大手段,相互之间有着密切的联系。本文对电子商务与物流的关系进行了阐述,通过多个角度分析了电子商务对物流供应链的冲击,对电子商务对物流配送的影响进行了研究,从而提出了自己的见解。     

Traders’ Subjective Appraisals: Comparison of Negotiations and Auctions

ABSTRACT

The assessments of business trade often involve economic and relational concerns. They may become more challenging when our understanding of the impacts of trading mechanisms is still limited. The current experimental study compares two generic trading mechanisms, namely, multibilateral multi-issue negotiations and multicriteria auctions. By examining economic measures and subjective appraisals in controlled exchange episodes, the study shows some subtle relationships between mechanism use, substantive outcomes, and subjective appraisals. While use of negotiations versus auctions did not reveal significant differences on economic measures, traders are strongly influenced by the gain-or-loss contingency. When they win a contract, their subjective appraisals are heavily influenced by their achieved substantive outcomes. When they do not win a contract, they feel auctions are better than negotiations. The results confirm the assessments of business trade that rely solely on substantive measures are not sufficient.