Reputation premium and reputation management: Evidence from the largest e-commerce platform in China
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- 作者：Ying Fana ; yingfan@umich.edu" class="auth_mail" title="E-mail the corresponding author ; Jiandong Jub ; c ; jujd@sem.tsinghua.edu.cn" class="auth_mail" title="E-mail the corresponding author ; Mo Xiaod ; mxiao@eller.arizona.edu" class="auth_mail" title="E-mail the corresponding author
- 关键词：Reputation management ; Reputation dynamics ; E-commerce
- 刊名：International Journal of Industrial Organization
- 出版年：2016
- 出版时间：May 2016
- 年：2016
- 卷：46
- 期：Complete
- 页码：63-76
- 全文大小：1092 K
文摘
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This paper studies the life-cycle effects of reputation.
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Data come from China's largest e-commerce platform, Taobao.com">Taobao.com.
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We find a substantial return to reputation, but only for established sellers.
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New sellers receive less revenue as their ratings increase.
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This finding suggests the existence of reputation management.
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This can occur when the dynamic effect of reputation dominates the static one.