Research On Bidders' Behavior In Online Auction And Its Influence Factors

Based on the flied of online auction, this paper review the bidders' behavior such as regulation of online auction, mechanism of online auction and rational degree and take bidders' mental account, speech act in online auction and bidders' motive attributes as an angle of view to study the bidders' behavior and its influence factors. As a result, Because of competition environment and fictitious currency express, the bidders will neglect the initial fund in mental accounting that established before online auction and may cause irrational bidding. Also the author pointed out that in different auction the default of bidders is different and put forward to irrational bidding is the reason why bidders will default and can't come down to the poor credit. In aspect of speech act, the author has a new definition and explanation such as speech of representation mode, speech of description mode and speech of complexity mode and reveals the mutual function relationship between speech act in virtual world and secondhand book trade. The result shows that information of representation mode only refers the subject matter and has lowest speech strength. Although there are two transaction participants in description mode, they implement strategic behavior with speech and the speech strength is higher than the one which is in representation mode. In aspect of bidders' motive attribute, this paper discusses the single motive attribute and compound motive attribute. According to the questionnaires and the data statistics of the bidders to describes the cognitive picture of bidders' motive. Also, this paper provides a kind of research method which explains the phenomenon of successful bidding but not completing the exchange in online auction practice.According to the Influence factor above, this paper sets up the differential game model and get the open-loop is a regressive closed-loop, so the equilibrium may be refining the subgame perfect Nash-equilibrium, and analyze the factors that is in the faction influence the online auction.