DOI: 10.5176/2251-3426_THoR1205
Authors: Rong-Da Liang and Chun-Ming Yang
Abstract: The online auction is a core dynamic pricing mechanism in the era of electronic tourism moving into the future. The scholars of the tourism field urge academia to explore what factors could influence the online auction results. This study explores the influences of the start- biding price (NT$1 vs. NT$1,800), the number of bidders and the promotion programs (low price vs. quality) on the online results of hotel coupon auctions. The research results indicate: (1) Regardless of whether there is a low or high start-bidding price, more bidders lead to higher end-prices, especially in the situation of high start-bidding prices. (2) No matter whether there is a low or high start-bidding price situation, winners will always have a higher cognitive level regarding distributive fairness, procedural fairness and information fairness than losers.
Keyword: online auction, starting price, number of bidders, promotion program, auction result
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