연세대학교 경영연구소

Suh, Kil Soo, ,서응교.  The Impact of Listing Location on Visits, Bids, and Final Prices in Online Auctions: A Field Experiment  INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE  17  : 87~108

발표년도: 2013  |  분야: ODI

Compared with traditional offline markets, online auctions constrain all sellers to compete within a similar environment in terms of interface, functionality, and market rules. One means for sellers to differentiate themselves is through a set of listing options. One such characteristic that has received little interest in academia, despite its economic importance, is location options. This paper describes the findings of a field experiment that investigates whether and to what extent locations have impacts on market outcomes. We auctioned 120 products in matched pairs at www.auctions.co.kr as featured (i.e., items listed in the first page of search results) and default (i.e., items listed after featured) listings using both low-priced and higher-priced products. Consistent with the effort minimization approach to decision-making and the primacy effect, the products sold under featured listings received more visits, more bids, and sold for higher prices than the products sold under default listings. There was no evidence of the impact of a “product price level-location” interaction for the final price: buyers of both low-priced and higher-priced products were equally affected by featured listings. Our follow-up survey suggests that buyers did not have the ability to perform an exhaustive search to find the lowest price. The results imply that sellers can enjoy price premiums through featured listings, while development of better shopbots by third-party vendors is greatly needed for buyers.

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  이전글 Choi, Jeonghye, 손정민,박경민,박선주,정승화.  이용자 생산 콘텐츠 플랫폼 사이트 내에서 생산자 참여가 소비자 선택과 몰입에 미치는 차별적 영향  경영학연구

  다음글 Dae Ryun Chang.  WE CAN Cookies A Case Study in a Pioneering Social Enterprise in South Korea  아시아마케팅저널