An Empirical Research on Confucius Old Books Website: the Differences of Default for Bidders in Online Auction

According to the questionnaires and the data statistics of the Confucius old books Website, this paper describes the cognitive picture of bidders' motive in participating in the online auctions and finds that there are three different kinds of main motive attribute for bidders. These motive attributes for bidders were considered to determine the irrational degree of bidders in the process of auction and then affect the differences in default in the real world when the bidders decide whether to exchange or not. This paper designs a relationship picture between different bidders' rational degree under the motive attribute and their default. Also, this paper provides a kind of research method which explains the phenomenon of successful biding but not completing the exchange in online auction practice.