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Reputation in China’s online auction market: Evidence from Taobao.com

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Abstract

Using data on prepaid cards for an online game listed on Taobao.com, this paper examines the impact of sellers’ reputation on their sales in China’s online market. It is found that sellers’ good reputation has a positive impact on their sales volume, but the marginal effect of this impact decreases severely. We also find that sellers’ affiliation with seller coalitions can increase their sales in a given period. Results show that individual and collective reputation can function well in the absence of mature law and social credit system related to online trade, and that private order can substitute public order in a market with immature laws as in China.

摘要

借助淘宝网上的在线游戏预付卡等数据, 研究中国网上销售中卖方信誉的作用, 发现卖方的声誉对其销售量有正面的影响, 但这种影响是非线性的。 属于商盟的卖家在给定时间内的销售量高于不属于任何商盟的卖家, 从而验证了在有关法律不健全和社会信用不完善的前提下, 网上交易中卖家个人声誉和卖家所属商盟集体声誉在销售中的作用。

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Author information

Correspondence to Wei’an Li.

Additional information

Translated and revised from Nankai guanli pinglun 南开맜理评论 (Nankai Business Review), 2007, 10(5): 36–46

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Li, W., Wu, D. & Xu, H. Reputation in China’s online auction market: Evidence from Taobao.com. Front. Bus. Res. China 2, 323–338 (2008) doi:10.1007/s11782-008-0019-2

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Keywords

  • online auction
  • feedback system
  • reputation

关键词

  • 网上交易
  • 信用评价系统
  • 声誉