Maximizing sellers’ welfare in online auction by simulating bidders’ proxy bidding agents

This paper presents an agent-based simulation model to estimate the effects of auction parameters on the auction outcomes, and to find an optimal or, at least, a near-optimal infrastructure. In particular, this study intends to study how bidders’ personalities and bidding strategies with other auction parameters affect the closing prices in two auction mechanisms: English and Yankee auction. Experimental results show that the aggregated outcome of multiple English auctions is more favorable to auctioneers and sellers than that of a corresponding single Yankee auction. It is also shown that raising minimum bid increment or bid starting price positively affects the closing prices in both auction types. However, two auction systems respond differently to the changes in parameter values in terms of magnitude and robustness. Further, it is noted that the closing price of an auction is negatively related to the proportion of risk-takers who adopt sniping strategy to submit their bids. As the proportion of risk-takers increases, the closing price significantly decreases in hard-ending auctions (eBay-like system), but only marginally in soft-ending auctions (Amazon-like system). In particular, soft-ending auctions with less snipers and a longer time window of automatic extension return the most favorable closing price to sellers.