信誉的价值:以网上拍卖交易为例

本文使用网上拍卖交易数据,就卖者信誉对市场交易的影响进行了实证研究。我们发现,卖者的信誉评价一方面影响物品成交的价格,另一方面还对物品拍卖成功的概率有着显著的正面影响;但相对来说,卖者的信誉评价对后者的效果比对前者要更显著。这是本文的主要发现。该结果验证了在一个没有政府干预、近乎自由放任的“虚拟”市场上信誉机制的积极作用。

The Value of Reputation:Evidence from Online Auctions

Using a large online transaction dataset from Eachnet,this paper empirically examines the effect of seller reputation on market transactions.We find that seller reputation has a significantly positive impact both on the probability of successful transaction and on the transaction price.As a major finding of our paper,we also show that the positive effect on the probability of successful transaction seems to be larger than that on the transaction price.These findings provide evidence on positive role of reputation in a laissez faire virtual market.