基于Priceline的在线反向拍卖研究

发布时间：2018-01-05 08:17

本文关键词：基于Priceline的在线反向拍卖研究　出处：《北京邮电大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网的发展和旅游行业NYOP定价模式的兴起,旅游行业消费者的行为特征已经开始出现了转变,影响消费者在当前形势下以最优价格进行购买的影响因素也发生了新的变化。研究将以消费者在Priceline网站上通过反向拍卖模式进行酒店预订的行为研究为例,比较通过传统酒店网站进行预订的价格和通过Priceline网站进行酒店预订的价格差异,探讨竞拍行为因素、酒店特征因素和消费者特征因素对于消费者价格节省的影响。总体而言,研究形成了以下成果： 1、证实了消费者竞拍行为因素中的起始价格、加价幅度、加价次数和酒店特征因素中的酒店星级、入住天数以及消费者特征因素中的性别因素对于价格节省的重要影响。实证分析的结果表明,起始价格、加价次数和酒店星级对消费者竞拍中的价格节省有显著的正向影响作用；而加价幅度、入住天数和性别因素对价格节省有显著的负向影响作用。其中,酒店星级、加价幅度和性别因素对价格节省的影响程度较大。 2、通过讨论以酒店星级为分类的扩展模型的实证分析结果,研究发现了对于不同购买能力的消费者在参与反向拍卖时,各影响因素对价格节省的影响程度存在一定的差异。购买能力越强的消费者对价格的敏感性越低,其往往希望通过提高加价幅度等方式来赢得拍卖。研究还发现对于星级越高的酒店,消费者的入住天数对价格节省的负向影响程度越弱。 3、通过讨论以消费者性别为分类的扩展模型的实证分析结果,研究发现了男性消费者更可能以提高加价幅度的方式来增加赢得竞拍的概率,而女性消费者则更可能通过降低加价幅度的方式来获得更多的价格节省。此外,女性消费者的加价次数对价格节省的影响程度大于男性,说明加价次数因素对女性消费者的价格节省更为重要。 4、设计和构建了包含情感效用和货币效用的消费者效用模型,建立了消费者参与意愿的表达式,讨论出了不同参与意愿的消费者的最优竞拍价格在不同的情景下,有些会随着消费者对竞拍成功概率的在意程度的增加而变大,有些会随着消费者对竞拍价格节省的在意程度的增加而变小。研究发现这一结论与本文讨论的男性和女性消费者的不同竞拍行为的原因分析在一定程度上有一定的吻合性。
[Abstract]:With the development of Internet and the rise of the pricing model of NYOP in tourism industry , the behavioral characteristics of consumers in tourism industry have begun to change , and the influence factors that affect consumers ' purchase at the best price in the current situation have also changed . 1 . It is proved that the initial price , the value of the price , the number of times of purchase and the factors of the hotel ' s characteristic factor influence the price saving . The results show that the starting price , the number of times of stay and the star rating of the hotel have significant positive influence on the price saving . The result of the empirical analysis shows that the starting price , the number of times of stay and the star rating of the hotel have significant positive influence on the price saving . 2 . By discussing the results of the empirical analysis of the extended model based on hotel star rating , it has been found that the influence factors on price saving are different for consumers with different purchasing power . The lower the price sensitivity , the lower the price sensitivity , the more the consumers tend to win the auction by increasing the price increase . The research also finds that the more the hotels with higher star rating , the less the negative influence of the consumer ' s stay days on the price savings . 3 . By discussing the results of the empirical analysis of the extended model based on consumer sex , it has been found that male consumers are more likely to increase the probability of winning bids by increasing the margin of price increase , while female consumers are more likely to gain more price savings by lowering the price increase . In addition , the impact of the number of increases in price savings on women consumers is greater than that of men , suggesting that the factor in price increases is more important to the price savings of women consumers . 4 . The consumer utility model including emotion utility and monetary utility is designed and constructed . The expression of consumer ' s participation will is set up .

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F591;F713.36;F274

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