钱炳,周勤

• 1:东南大学经济管理学院

摘要(Abstract)：

通过搜集淘宝网上Nokia N97手机的600个交易样本,就卖家声誉对商品价格的影响进行了实证研究。研究发现,卖家累积的声誉值与"声誉溢价"之间存在""型关系:在声誉建立的初始阶段,声誉值增加"溢价"减少;只有当声誉值累积到一定程度,声誉效应才会显现,即随着声誉值的增加,"溢价"效应开始显现。但是声誉对价格的影响较弱。卖家获得的差评对价格有十分显著的负面影响。研究还发现,网络交易中的声誉评价可能存在"噪声",从而导致声誉体系无法有效发挥作用。

关键词(KeyWords)： 声誉;声誉溢价;网络交易;噪声

Abstract:

Keywords:

基金项目(Foundation): 国家社会科学基金资助项目(项目编号:08BJY086)

作者(Author): 钱炳,周勤

DOI: 10.13269/j.cnki.ier.2012.02.010

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