Reputation and e-commerce: eBay auctions and the asymmetrical impact of positive and negative ratings
研究了eBay拍卖中卖家声誉评级对最终出价的影响，发现正面评级影响微弱，而负面评级影响显著且有害，凸显了负面声誉在电子商务中的放大效应。
This analysis explores the impact and nature of reputation as related to e-commerce by looking at the importance of a seller’s reputational rating on the final bid price associated with eBay auctions. Positive reputational ratings emerged as mildly influential in determining final bid price. However, negative reputational ratings emerged as highly influential and detrimental. Thus, we find strong evidence for the importance of reputation when engaging in e-commerce and equally strong evidence concerning the exaggerated influence of negative reputation.