The Research And Application Of Operation Mechanism Of Online Auction Based On E-Commerce Sites

Online auction, as a traditional auction which is held over the Internet, had already boarded the stage of history in the early stages of the E-commerce development. Under the flourish tide of E-commerce, the industry environment has changed significantly. The conclusions of previous studies are outdated, and they have been unable to solve the practical problems in the current online auction operations. This paper discussed the online auction operation mechanism of E-commerce sites under the new situation. It aimed to help operators make more reasonable decisions in the practical works, such as attracting the merchants, goods selection, scheduling, etc.This paper investigated88online auction sites, summarized the current features of online auction market in China, with an overview of emerging auction forms-the judicial auction, the Wechat auction, and O2O auction is prospected. This paper also analyzed the operating status, bidding process, and formation mechanism of hammer price respectively in the Taobao auction platform-the most representative auction site in China. It was divided the influence factors of online auctions into three aspects-from the perspective of participants in operating mechanisms-bidders, sellers and goods itself. The auction rules designed by sellers, the bidding process participated by bidders, and the description information of goods will affect the hammer price and whether the online auction clinches a deal.This paper fetched6082actual operational data generated by online auction business in the Taobao auction platform, researched which factors will influence the hammer price and whether the online auction clinches a deal by using multiple regression analysis method. It established innovative online auction models of affecting factors respectively in the categories of goods, and put forward reasonable suggestions to the online auction operation mechanism based on these models. This paper also provided an integrated approach of online auction data mining for the operators and future researchers.