Empirical Research Of Jump Bidding In Online Ascending Auction

With the development of e-commerce, the use of traditional auction models in the network rise rapidly. Ascending auction is widely used in online auctions. Jump bidding is an interesting phenomenon in ascending auction. Traditional auction is mainly used for trading expensive commodity, network make many common commodities can be auctioned online. O ne of the purposes of this thesis is to discuss the particularity of jump bidding in common commodities in online ascending auction. The research of bidding behaviour has always been a hot topic. Many scholars have studied ‘shill bidding' and ‘sniping bidding' in online auctions, but researches on jump bidding are relatively not many. The other purpose of this thesis is to discuss the regularity of jump bidding by online consumers in our country.Overseas scholars have provided the signalling, the impatience, and the strategic models to explain the motivation of jump bidding. Based on the former two models, this thesis builds hypothesis from the three aspect of the timing of jump bidding, the magnitude of bid increase, and the effect of competition level on jump behaviours. This thesis collects 219 ascending auctions from ‘Taobao Auction', finds 125 auctions with jump bidding, and 214 jump bidding. Then it use Excel and SPSS to process and analyse data to test hypothesis. The results show that the timing of jump bidding is regularly distributed as "J" type, which does not confirm the explanations of both signalling and impatience models. However, the magnitude of bid increase and the effect of competition satisfy the explanations of the two models on the whole. This paper examines the applicability of two classic models in the situation of C hina, and provides decision support for Chinese online consumers who want to give jump bidding.