由於電子商務的發達，改變了許多人原本的消費模式，消費者不再拘泥於在實體商店購買商品，線上購物也成為另一種消費方式的選項，於此同時網路的便捷也促成線上拍賣的隨之興起，透過線上拍賣，個人賣家或是一般店家可將欲販售之商品資訊放到第三方拍賣平台，等待競標者進入並購買，賣家於線上平台販售商品時，通常會需要設定關於商品的起標價、最小增加金額、拍賣時長以及結標方式，競標者則依據賣家所設定的規則進行自由競標，而近年來，拍賣平台為了解決賣家與競標者在獲取商品的時間壓力，提供賣家設立直購價的功能，節省買、賣雙方的交易等待時間，然而直購價的設立便形同競標價格之上限，因此如何設立直購價，使賣家能透過線上拍賣販售商品獲取最大利益，便成為賣家需要思考的主要難題。
本研究站在賣方之角度，探討賣家欲於第三方拍賣平台販售商品時，直購價設立之最佳定價策略，本研究探討之賣家為一般個人賣家且其擁有單一複數之商品，並將商品分為多期進行販售，賣家在每一期拍賣中僅會販售一項商品，在商品售出後才會舉行下一期拍賣，且在每一期之拍賣中均有多位對商品有興趣之競標者進入拍賣，競標者會根據自身對商品的認知價值進行自由下標並考慮是否使用直購價購得商品，而本研究所採用之拍賣形式為第二高價拍賣，由出價最高之競標者為得標者並付出第二高價之得標價，賣家則需透過於每期拍賣中設立不同之直購價以期獲得最大利潤，本研究以動態規劃之模型對此問題進行求解，得出賣家於每一期拍賣中之最佳直購價定價策略，使賣家獲得最大總利潤，分析結果顯示賣家之最佳直購價將隨著每一期拍賣而增加，並隨著直購價之增加賣家之利潤也可有所提升，最後與另外兩種不同販售情境進行比較，發現在不同參與拍賣人數與成本情況之下，賣家所應選擇之最佳策略會有所不同，才能使賣家獲得最大之利益

Online sales become a large share of commerce and change consumption patterns. At the same time, the convenience of the Internet has also contributed to the rise of online auctions. In recent years, the auction platform provides sellers with the function of setting a direct purchase price to save the transaction waiting time for buyers and sellers. However, the establishment of a direct purchase price is the same as the upper limit of the bid price. Therefore, how to set a direct purchase price for sellers to obtain the maximum benefit through online auctions is a major problem for sellers to consider. This study solves this problem with a dynamic programming model, and obtains the best direct purchase price pricing strategy of the seller in each auction, so that the seller can maximize its total profit. The result of the analysis shows that the optimal direct purchase price of the seller will increase with each auction, and as the direct purchase price raises, the profit of the seller can also increase. Finally, compared with two other different sales scenarios, it is found that under different circumstances costs of participating in the auction, the optimal strategy that the seller chooses will vary , so that the seller can obtain the maximum benefit.

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