Title page for etd-0705113-203649


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URN etd-0705113-203649
Author Hao-Min Tu
Author's Email Address No Public.
Statistics This thesis had been viewed 5352 times. Download 74 times.
Department Information Management
Year 2012
Semester 2
Degree Master
Type of Document
Language English
Title The effect of bidding mechanisms in online penny auction
Date of Defense 2013-07-09
Page Count 93
Keyword
  • Bidding mechanisms
  • Hedonic value
  • Penny auction
  • Online auction
  • Fairness cognition
  • Transaction utility
  • Bidding intention
  • Abstract Penny auction is a new business model of online auction. Consumers paying bidding fee is the main feature of this kind of auction sites. Through setting initial price from NT$ 0 and increasing small amount of auction price, consumers can acquire goods with low final price. Penny auction also accompanies high degree of entertainment. Although many consumers are attracted by features of penny auction sites, its bidding mechanisms generate lots of controversy which affects consumers’ intention to bid.
    This study investigated the bidding mechanisms of the current penny auction website as well as features of penny auction to understand the feelings which it may bring to consumers. Then we further use online experimental methodology to understand consumers’ perceived hedonic value, transaction utility, procedural fairness and price fairness to different bidding mechanisms. In addition, we explore the effect of four cognitions which we mentioned above on bidding intention.
    The results of this study include: (1) 10 seconds countdown mechanism brings higher hedonic value to consumers than 30 seconds. (2) Buy now mechanism brings higher procedural fairness to consumers than Refund bids mechanism. (3) No new bidders mechanism brings higher transaction utility, procedural fairness and price fairness to consumers than without No new bidders mechanism. (4) Hedonic value, transaction utility and perceived price fairness have significantly positive impact on bidding intention. Our findings explore the effect of different mechanisms on consumers’ cognition and understanding the factors to influence consumers’ bidding intention. Then we provide advice to auction sites operators.
    Keywords: Penny auction, Online auction, Bidding mechanisms, Hedonic value, Fairness cognition, Transaction utility, Bidding intention
    Advisory Committee
  • Shin-Chieh Hsu - chair
  • Her-Sen Doong - co-chair
  • Hsiang-Chu Lai - advisor
  • Files
  • etd-0705113-203649.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2013-08-05

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