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1、标题：Buying,Bidding,Playing,orCompeting?ValueAssessmentandDecisionDynamicsinOnlineAuctions原文：AlthoughtheInternetisarelativelyrecentphenomenon,longdistanceauctionsbymailhaveexistedformorethan100years.Backinthe1870s,stampdealersintheUnitedStatesoffered“mail-bidding”servicesforindividualswhowishedtobidon
2、stampswithouthavingtotraveltotheauctionlocation.Thesebidderssubmittedtheirbidsthroughmail,andthestampsweresoldtothehighestbidderatthepriceofoneincrementoverthesecondhighestbid(referredtoassecondpriceauctions).ElectronicauctionsontheInternethaveseveraldistinguishingcharacteristics,whichexplaintheirgr
3、owingpopularity.First,onlineauctionseliminatethegeographicallimitationofmanytraditionalauctions,enablingpeoplefromallovertheworldtoparticipateinanyauction.Second,intermsofduration,Internetauctionscanlastforseveraldays(usuallyaweek)andallowasynchronousbidding,whichgivesbothsellersandbiddersmoreflexib
4、ility.Third,thesewebsitescanrunauctionsatsubstantiallyloweroperationalcoststhantraditionalauctionhousesandcanthuschargelowercommissionfeesandattractmoresellersandbuyers.Thesecharacteristicsofonlineauctionsaccountfortheirgrowingpopularityasawaytobuyandsellgoodsandservices.Onlineauctionspresentnotonly
5、anewmarketplacefortransactions,butalsoanewdomainforconsumerdecisionmaking.Ofcourse,somefundamentalaspectsofconsumerdecisionmaking,suchaspreferenceconstructionandtheimpactofthechoicecontext(forareview,seeBettman,Luce,&Payne,1998),arelikelytoapplytoauctionsastheydoinregularpurchasedecisions.However,th
6、euniquecharacteristicsoftheonlineauctionenvironmentraiseimportantnewconceptualissuesandarelikelytoimpactconsumerdecisionmakinginsignificantways.Inparticular,thereareatleastthreekeycharacteristicsofauction-basedpurchasesthatarelikelytoinfluenceconsumerdecisionmaking.1.Multi-stageprocess—Unlikefixedpr
7、icepurchases,auctionstakeplaceovertime,formingasequenceofdependentdecisions.Aconsumerfirstdecideswhethertoenteraparticularauction,whichisoftenfollowedbyaseriesofbiddingdecisions,leadingtothefinalbiddi
