Research On Influence Factors Of Decision Making Of Online Auction Bidders Based On Strategic Model Of Aggressive Behaviour

As an emerging online transaction method,online auction has developed rapidly under the Internet+ era.However,the complexity of the individual bidding behavior in the competitive situation of online auction has increased the difficulty of predicting the bidders’ behavior in the online auction market.The traditional auction theory studies about optimal bidding decision based on the complete rational hypothesis.However,in the actual online auction situation,the bidder’s decision making will be away from the optimal decision.According to the behavioral decision theory,this paper explores the influence factors of online bidders’ decision making based on the bounded rational hypothesis from the cognition perspective.This paper introduces strategic model of aggressive behavior,combines researches on the factors of online bidders’ decision making,constructs the theoretical model of influence factors of online bidders’ decision making,designs the behavioral experiment according to the online auction situation,collects the questionnaire and experimental data of 167 participants,and uses the hierarchical linear model to empirically test the proposed hypothesis.The study finds that the resource holding potential has a significant positive impact on the outcome of the auction decision,and has a significant negative impact on the decision time;the subjective resource value has a significant positive impact on the auction decision result;the auction performance has a significant positive impact on the decision time;the auction cost has a significant negative impact on the outcome of the auction decision;the quit cost has a significant positive impact on the outcome of the auction decision;the uncertainty has a significant negative impact on the outcome of the auction decision,and has a significant positive impact on the decision time.The results show the influence factors of bidders’ diverse decision behavior in the online auction,expand the theoretical research of online auction under the bounded rational hypothesis,and provide theoretical guidance for the forecasting of the bidders’ decision making in the online auction market.At the same time,the results also help bidders to make a proper and effective bidding strategy based on their circumstances under the constraints of cognitive and psychological factors.