声誉溢价是否总是存在?——来自淘宝网的实证研究  

Does Reputation Premiums always Exit?——An Empirical Study from Taobao

作　　者：钱炳[1] 周勤[1] 

机构地区：[1]东南大学经济管理学院,江苏南京210096

出　　处：《产业经济研究》2012年第2期87-94,共8页Industrial Economics Research

基　　金：国家社会科学基金资助项目(项目编号:08BJY086)

摘　　要：通过搜集淘宝网上Nokia N97手机的600个交易样本,就卖家声誉对商品价格的影响进行了实证研究。研究发现,卖家累积的声誉值与"声誉溢价"之间存在""型关系:在声誉建立的初始阶段,声誉值增加"溢价"减少;只有当声誉值累积到一定程度,声誉效应才会显现,即随着声誉值的增加,"溢价"效应开始显现。但是声誉对价格的影响较弱。卖家获得的差评对价格有十分显著的负面影响。研究还发现,网络交易中的声誉评价可能存在"噪声",从而导致声誉体系无法有效发挥作用。Based on the reputation theory,this paper studies the relationship between seller＇ reputation and price by collecting 600 samples of Nokia N97 mobile phone from Taobao.Research found that there exits a ＂U＂-shape between seller＇s reputation and price.At the initial stage of establishing reputation,price premium reduced as reputation score increases;Only when the reputation score accumulated to a certain level,price premium effects began to work.But price premium effects is.small.On the other hand,the negative score has a remarkable negative influence on price.The study also found that,there may exist ＂noisy＂,which makes the reputation system couldn＇t work effectively.

关 键 词：声誉 声誉溢价 网络交易 噪声 

分 类 号：F062.9[经济管理—政治经济学]