;This paper presents an exploratory analysis of the determinants of participative pricing in online auction for collectable Taiwan hotel coupon at Yahoo Web site. Starting from November 4 through December 26, we have obtained 1013 closing auction data, and perform multiple regression analysis on a restricted sample of the 1013 data.
We choose auction transaction data on hotel coupon as our research data due to its homogeneous and obvious common value. It leaves us room to measure the variables influence on the auction final price.
We separated the data into two groups, one is listing buyout price and another is without listing buyout price, observed the price determinants effect and magnitude on the auction final price. We have thirteen major finding.
(1). Item quantity has a negative effect on the final auction price.
(2). Minimum bids have no significant effect on the final auction price.
(3). Number of bids have positive effects on the final auction price.
(4). Buyout price has positive effect on the final auction price.
(5). Minimum bid increment has positive effects on the final auction price.
(6). Freight has a much greater effect on the final auction price when there is no listing buyout price than under listing buyout price.
(7). Buy's feedback ratings have no effect on the final auction price.
(8). Seller's feedback ratings have a much greater effect on the final price when there is no listing buyout price than under listing buyout price. Seller's positive feedback ratings have a negative impact on the final auction price. Seller's negative feedback ratings have a significant negative impact on the final auction price when there is no listing buyout price; have no effect under listing buyout price.
(9) Auction listing day has no effect on the final auction price.
(10). First bidder price has positive effect on the final auction price.
(11). Listing auction at night time has significant positive effects on the final price under listing buyout price, have no effect when there is no listing buyout price.
(12). Late bidding has significant negative impact on the auction final price under listing buyout price, has no effect when there is no listing buyout price.
(13). One dollar minimum bid has significant negative impact on the auction final price.