网络交易中信誉价值的影响因素研究——基于淘宝网的实证分析

Affect Factors of Reputation Value on Internet Transaction——An Empirical Analysis Based on Taobao

信誉价值是网络交易秩序得以维持的重要因素之一,然而,众多实证研究对于信誉价值的作用还存在广泛争议。文章使用淘宝网交易数据,针对几类具有不同特征的商品实证分析了卖家信誉对交易结果的影响,结果发现信誉价值的作用与商品特质有关,如商品自身的价值越大、标准化程度越低,信誉对卖家销量的影响越显著,越多的信用评价指标和交易机制能够起作用,信誉价值还存在显著的边际递减效应。文章的研究为目前信誉价值实证研究的分歧提供了很好的解释。

Reputation value is one of the important factors that maintain the order of internet transaction. However,there exists great controversy about reputation value in many empirical studies. By collecting transaction data of taobao. com,this paper studies empirically the effect of the seller＇s reputation on transaction results for a few kinds of commodity of different characteristics,and finds that the characteristics of commodity have important influence on the reputation value. The greater the value of commodity,or the lower the standardization degree of commodity,the more significant the effect of reputation on the sales of the seller＇s commodity and the more credit evaluation index and transaction mechanism can play a role. In addition,reputation value has diminishing marginal effect. Our study provides a good explanation for the inconsistency of empirical conclusions on the reputation value.