消费者通过集团购买拍卖会：一个实验研究【外文翻译】

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1、外文翻译原文Consumeradoptionofgroup-buyingauctions:anexperimentalstudySpringerScience+BusinessMedia,LLC2010RobertJ.Kauffman·HsiangchuLai·Huang-ChiLinAbstract：Internet-basedgroup-buyingauctionsenableconsumerstoobtainvolumediscounts，buttheyfaceriskandtrustissuesth

2、atarenotpresentinothere-retailingformats，whichaffectstheiradoptionbyconsumers.Biddersexperienceuncertaintyaboutthefinalauctionprice,andtheriskofwhethertheauctionwillbecompleted.Weevaluatetextualcommentsandthenumberofbidsmadeinanauctionasdriversofaconsumer’

3、sperceivedfinancialandpsychologicalriskstowardthegroup-buyingauctionmechanismandtrustintheauctioninitiator.WeuseanInternet-basedexperimentaltestbedforonlinegroup-buyingauctionsandwillreportononeexperimentthatweconducted.Ourresultsindicatethattextualcomment

4、smadebytheparticipantsaboutsellersinpastauctionsandexistingbidsaffectedaconsumer’sperceivedtrustintheauctioninitiatorandthefinancialriskofthemechanism.Positivetextualcommentsandmorebidsappeartoenhanceperceivedtrustintheauctioninitiatorandreducefinancialris

5、k,andotherconsumersaremorewillingtomakebidsasaresult.Consumerscontinuedtoexpressconcernsabouttheuncertaintyofthefinalgroup-buyingauctionpricethough.KEYWORDS:bids.Electroniccommence.Experiment.Ratings.Reputation.Group-buyingauctions.Networkeffects.Trust.Ris

6、k.Mechanismdesign.1IntroductionDynamicpricingmechanismdesignshavebeendevelopedtoenablebuyersandsellerstointeractivelynegotiateproductprices.Suchmechanismsine-commercehavethepotentialtooutperformposted-pricesellingundersomecircumstances.Group-buyingauctions

7、ontheInternetwereintroducedinthemid-1990s,asamarketmechanismthatcollectsconsumers’orderstoobtainvolumediscounts.Thismechanismenablesretailerstominimizecustomeracquisitioncostsandtooffloadexcessinventories.ThisbusinessmodelforInternet-basedsellinghasbeenfra

8、ughtwithproblemsthataffectconsumerwillingnesstoadopt.Mobshop,MercataandLetsBuyItwereallunsuccessful,thoughtheywereheavilyfunded.Surprisinglythough,group-buyingbusinesseshavebeentryingtomakeacomebackrecently.F