Does a Seller’s eCommerce Reputation Matter? Evidence from eBay Auctions
研究卖家声誉对买家在eBay拍卖中出价意愿的影响，发现声誉有正向但较小的价格效应，基于一枚1999年精制5美元金币的数据。
With internet commerce, a buyer cannot directly examine the product and so must rely upon the accuracy and reliability of the seller in deciding whether and how much to bid. In this setting, the seller’s reputation can become an important factor in the bid. This paper examines the impact of the seller’s reputation on the willingness of buyers to bid on items sold via internet auctions, using a 1999 mint condition U.S. $5 gold coin whose average price was $32.73. The empirical results show that the seller’s reputation has a positive, statistically significant, but small impact on the price.