Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Sellers' Strategies in Online Auctions : Effect of Starting Bids and Buy-It-Now Options on Auction Outcomes

인터넷 경매 판매자의 판매전략이 경매 성과에 미치는 영향 : 시작가와 즉시구매옵션을 중심으로

  • 이호무 (삼성SDS 전략컨설팅실) ;
  • 유지혜 (산업은행 산은경제연구소) ;
  • 안병훈 (한국과학기술원 테크노경영대학원)
  • Published : 2007.03.31
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Abstract

This study analyzes revenue-maximizing strategies of online auction sellers in terms of setting up starting bids and buy-it-now options. To this end, a series of field experiments is conducted where women's hair accessories of unique designs are listed in an established online auction site. The results of the experiments argue that high starting bids could increase sellers' revenue while buy-it-now options have no significant effects. Our findings suggest that online auction sellers listing items with uncertain demand - mainly individual sellers - should be cautious with auction tips which generally support low starting buds.

Keywords

References

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