随着互联网的迅猛发展,网络交易日益在21世纪全球的社会经济活动中占据重要地位。而作为网络交易的一种重要方式,网络拍卖已经逐渐成为了新兴的交易模式与网络市场的价格形成机制。相对于传统的拍卖方式,网路拍卖具有自身独特的特点,其中最突出的两点在于:①拍卖网站或平台的中介服务与收费策略对拍卖参与双方的规模与收益产生影响;②买卖双方的欺诈问题突出。然而,对于这些特点及其所引致的问题,传统的拍卖理论并不能有效地刻画与充分的解决。鉴于网络拍卖研究的重要性与前沿性,对网络拍卖领域的理论与经验研究进行了梳理,包括网络拍卖的买方竞价策略、欺诈风险与声誉机制、合谋、拍卖方式选择与保留价格设置、网络组合拍卖设计以及网络拍卖平台的收费策略等方面的研究。进而,简要对现有的研究进行了述评,并提出了未来的研究方向。
With the drastic development of the Internet, online transactions become more and more important for global economic and business activities and social lives. As one of the primary online transaction ways, online auction has gradually acted as new transaction way and price finding mechanism in online markets. Compared with traditional ones, online auction has two different features. (1) the pricing strategy of the auction platform will affect the benefits of both the buyers and the sellers~ (2) the fraud problems significantly occur. However, the traditional auction theory cannot effectively capture such features. As a result, the field of online auction is quickly focused by the researchers. We make an incomplete survey on the theoretical and empirical studies on online auction. The discussed topics include the bidding strategy, fraud and reputation mechanism, collusion, auction formats and the design of reserved price, combinatorial online auctions, and the pricing strategy of online auction platform. We briefly comment on current studies, and try to propose some future directions in the online auction research.