荟萃分析:信用评价能促进网上拍卖吗

Does Reputation System Impact Online Auction Results:A Meta-Analysis

信用评价系统是网上拍卖研究中的一个热门研究课题。信用评价能否作为卖家信誉度的信号,能否影响拍卖结果?信用评价系统能否对网上拍卖产生促进作用?国外学者在这方面的研究中,得出了不一致的结论。Snijders和Zijdeman(2004)指出,这些不一致结论的原因可能是拍卖商品和拍卖特性的不同,以及数据处理法方法的多样性。为解决这一问题,我们使用合并置信度检验的荟萃分析方法,综合42篇相关文献中的数据,研究了信用评价等因素对网上拍卖结果的影响。数据分析结果显示,信用评价系统对网上拍卖有显著的作用:"好评"对拍卖结果有普遍的正面影响;"中评"则没有显著的正面或负面影响;"差评"有显著的负面影响。另外,一些其他因素,包括起拍价格、指导价格以及拍卖商品信息披露程度,对拍卖结果也有显著影响。我们的研究结果表明,信用评价系统提供了卖家信誉度的有效信号,能显著地影响拍卖结果,对网上拍卖有良好的促进作用。

Reputation system has been commonly used in online auctions.Can seller ratings serve as signals of seller reputations?Can seller ratings influence auction outcomes?Can reputation systems facilitate online auctions?Research in this literature has produced inconsistent findings.Snijders and Zijdeman(2004)concluded that these inconsistencies could have been due to auction item characteristics,auction settings,variable operationalizations,and use of different statistical estimation methods.We conducted a combined significance test on data from 42 online auction studies to assess the relationship between seller ratings and auction outcomes.Our results show that reputation system has significant influence on auction outcomes:positive seller ratings affect auction outcomes positively;negative seller ratings exert negative influences,and neutral ratings have no significant influence.Other factors,such as opening bid, book value,and auction item descriptions,also affect auction outcomes.Our results suggest that reputation system may provide an effective means to signal seller credibility,and it could significantly change auction outcomes.