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首页> 外文期刊>California management review >Reputation in Online Auctions: The Market for Trust
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Reputation in Online Auctions: The Market for Trust

机译：在线拍卖中的声誉：信任的市场

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摘要

Online markets have dramatically altered the retail landscape. By eliminating barriers associated with geography as well as the physical costs of maintaining a storefront, online markets have created a "democracy" of buyers and sellers. However, the fluidity of this marketplace and the relative anonymity of transactions has made the problem of maintaining trust critically important. Solving the "trust problem" represents a key competitive advantage for many of the successful players in the online space. For instance, much of the remarkable success of eBay has stemmed from its ability to create valuable and informative reputations for its users through its feedback system. The lock-in associated with a user's reputation on eBay helped it to stave off challenges by Amazon and Yahoo. This article describes how eBay's solution to the "trust problem," has led to the creation of a "market for feedback" whose sole purpose is the "manufacture" of reputation for eBay users. It presents a case study and a statistical analysis of this market in order to show that its maintenance represents a crucial challenge to eBay's future competitive advantage and, more generally, to solving the "trust problem" in other online markets.
机译：在线市场已经极大地改变了零售格局。通过消除与地理位置相关的障碍以及维护店面的实际成本，在线市场已形成了买卖双方的“民主”。但是，这个市场的流动性和交易的相对匿名性使得维持信任的问题变得至关重要。解决“信任问题”对于在线领域的许多成功参与者而言，是一项关键的竞争优势。例如，eBay的许多非凡成功都源于其通过其反馈系统为用户创造有价值和信息丰富的声誉的能力。与用户在eBay上的声誉相关联的锁定功能帮助它避免了Amazon和Yahoo的挑战。本文介绍了eBay解决“信任问题”的方式如何导致“反馈市场”的建立，其唯一目的是为eBay用户建立声誉的“制造”。它提供了一个案例研究和对该市场的统计分析，以表明其维护对eBay的未来竞争优势，乃至解决其他在线市场中的“信任问题”，构成了至关重要的挑战。

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