中文摘要：

跳跃式报价是增价拍卖中的一个有趣现象,国外学者对该报价行为分别给出了信号传递、缺乏耐性和策略性出价等三种不同的模型进行解释。本文选取其中的前两种解释模型为理论基础,以淘宝拍卖会中出现的跳跃式报价现象为研究对象,从跳跃时机、跳跃幅度以及竞争程度等三个方面进行实证分析。结果表明：我国网络消费者的跳跃时机呈现出规律性的＂J型＂分布,这一现象不完全符合信号传递模型和缺乏耐性模型的解释;而跳跃幅度以及竞争程度的影响总体上符合上述两种模型的解释。本研究检验了跳跃式报价的两种经典解释模型在中国情境下的适用性,并为网络消费者进行跳跃式报价提供决策依据。

英文摘要：

Jump bidding is an interesting phenomenon in an ascending auction. Overseas scholars have provided signaling model,impatience model and strategic models to explain the behaviour. Based on the former two models,this paper empirically studies jump bidding behaviours in ascending auctions of Taobao from three aspects. They are the timing of jump bidding,the magnitude of bid increase and the effect of competition level on jump. The results show that the timing of jump bidding is regularly distributed as＂J＂type,which does not confirm the explanations of both signaling 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 China,and provides decision support for Chinese online consumers who want to give jump bidding.