HETEROGENEOUS EFFECTS OF ONLINE REPUTATION FOR LOCAL AND NATIONAL RETAILERS
研究在线声誉对中国平台上本地和全国卖家的不同影响，发现声誉对本地卖家更重要，移除声誉系统会导致需求从本地卖家转向全国卖家。
Abstract We study the heterogeneous effect of online reputation for sellers that differ in their national presence and examine how this heterogeneity affects the distribution of sales on a large Chinese platform. We estimate a demand model that incorporates a learning process and allow for the process to vary across sellers who are differentiated by their national presence. The estimates suggest that the impact of reputation is larger for local sellers. Using these estimates, we find that removing the reputation system would result in large shift of demand from local sellers to national sellers.