Open Access

Reputation in China’s online auction market: Evidence from

Frontiers of Business Research in ChinaSelected Publications from Chinese Universities20082:19

Published: 30 July 2008


Using data on prepaid cards for an online game listed on, 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.


online auctionfeedback systemreputation