線上拍賣網站發展至今已具有一段時間，不管是常見的eBay、Yahoo或是Amazon拍賣等都已經具備本身的交易機制，而也因為線上拍賣的普及使得其使用門檻降低，讓越來越多人透過線上拍賣方式成為拍賣者，並將本身所擁有之特殊性商品(例如酒、簽名棒球與限量球鞋)銷售給前來參與競標的買家，而線上拍賣中有許多需要考量的因子，儘管大部分線上拍賣平台本身系統都以預設值方式處理，使賣家在建構線上拍賣能夠較簡單直觀，但這些數值未必能夠帶給賣家最大的收益，更何況當賣家欲販售的是具有相關聯性的商品時，個別拍賣與搭售拍賣將會帶給賣家不同的收益值。
有鑑於此，本研究同時以賣家與買方決策的角度探討，賣方將其擁有少量商品展示於線上拍賣時，需先考量採用將這些商品分成多次拍賣或是全部集中在單一拍賣內進行銷售，接著考量是否將本身所擁有之關連性商品進行搭售，這樣的好處在於可以讓搭售品發揮1+1>2的效果，期望讓買家在競標過程中藉由合併消費提高收益，並透過分析線上拍賣的各項因子：底價、拍賣持續時間、直購價等來了解對於賣家獲利的影響；買家方面則透過效益函式的衡量以及建構其競標策略的過程來了解買家在進入拍賣之後的出價策略，在最大化買家效用值後可求得買家對商品出價價格的均衡解，藉由所得到的均衡解可提供賣家在線上拍賣上採用的銷售型態與商品是否搭售等決策一重要之協助，我們發現在在線上拍賣的環境中，為了妥善發揮拍賣的特性，可以捨棄設立底標價格與直接購買價格，開放買家自由競標將可使商品更妥善的分配到擁有最高價值的買家手中，如此一來也使得賣家的收益得以最大化。

This study considers the problem in which a revenue-maximizing seller wants to sell a variety of associated unique products. This study proposes an analytical model to address the following questions: (i) What is the optimal bidding price for the bidders? (ii) What is the optimal selling strategy under the second-highest price online auction? (iii) What is the optimal auction arrangement when the seller has more than one unit to sell? Multi-units in simultaneous auctions or Multi-units simultaneous in single-auction? This study investigates the optimal equilibrium price for the seller to make more effective decisions when constructing online auctions with an aim to maximize the seller’s revenue and the buyer’s utility. The results indicate that the bundling auction of the two products is superior to that of separating when the correlation between two associated products is strong or when there are only few bidders. When the product has several units to sell, it is optimal to auction product via multi-units in simultaneous auctions when both the numbers of products and bidders are few.

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