中文摘要：

作为一种重要的网上拍卖方式,一口价拍卖因其打破了传统拍卖的时空限制,从而得以广泛应用。结合一口价拍卖的特点和国内外相关研究成果,构建了影响一口价拍卖中卖方收益的多元线性回归模型。通过选取淘宝网台式电脑兼容机的一口价拍卖数据,运用SPSS17.0进行实证分析,发现卖方信用因子、描述度因子和价格因子对一口价拍卖中卖方收益产生显著影响。

英文摘要：

As a major online auction,buy-it-now auction breaks time and space constraints and becomes more and more popular. On basis of characteristics of it and relevant research literatures review,we build a multiple linear regression model of Impact factors on seller＇s revenue in buy-it-now auction.Choosing data of Compatible desktops from buy-it-now auction in Taobao,using SPSS17.0 for the empirical analysis,we make a conclusion that the factors seller＇s credit,describe level and buy-it-now price have an important impact on seller＇s revenue in buy-itnow auction.