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首页> 外文期刊>Journal of management information systems >Can 'Gold Medal' Online Sellers Earn Gold? The Impact of Reputation Badges on Sales
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Can 'Gold Medal' Online Sellers Earn Gold? The Impact of Reputation Badges on Sales

机译：可以“金牌”在线卖家赚金吗？声誉徽章对销售的影响

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摘要

Reputation systems have been an important component for improvement of online markets' efficiency by reducing uncertainty about the quality of the sellers. Most, if not all, reputation systems examined in the extant literature reflect the sellers' long-term accumulative reputation, which has several drawbacks that impede accomplishing the intended goals of the reputation systems. Taobao.com, the largest consumer-to-consumer online market in China, implemented the Gold Medal Seller (GMS) program as a concurrent reputation mechanism to enhance its existing long-term accumulative reputation system. The GMS program presents a backdrop that allows us to address several intriguing research issues not empirically examined in prior literature. By adopting multiple causal identification strategies, we find that earning a reputation badge has a positive impact on sales, and losing a reputation badge has a negative impact on sales. More importantly, the signaling value of obtaining/losing a reputation badge is asymmetric: The magnitude of the effect of losing a reputation badge is four times larger than that of earning a badge. Moreover, consecutively keeping a reputation badge or earning it multiple times is a stronger signal for seller quality and has a larger positive impact on sales, which suggests that the marginal value of reputation badges increases. Our findings offer a new and deeper understanding of the reputation system mechanism design.
机译：声誉系统是通过减少卖家质量的不确定性来改善在线市场的效率的重要组成部分。大多数情况下，如果不是全部，则在现存文献中审查的声誉系统反映了卖方的长期累积声誉，这有几个缺点，妨碍了努力实现声誉系统的预期目标。淘宝网是中国最大的消费者对在线市场，实施了金牌卖方（GMS）计划作为一项并发的声誉机制，以加强其现有的长期累积声誉系统。 GMS计划提出了一个背景，使我们能够解决现有文学中未经证明的历史上检测的若干有趣的研究问题。通过采用多种因果识别策略，我们发现赚取声誉徽章对销售产生积极影响，并失去声誉徽章对销售产生负面影响。更重要的是，获得/失去声誉徽章的信令值是不对称的：失去声誉徽章的效果的大小是比赚取徽章的四倍。此外，连续保持声誉徽章或赚取它多次是卖方质量的更强的信号，对销售额具有更大的积极影响，这表明声誉徽章的边际价值增加。我们的调查结果为声誉系统机制设计提供了新的和更深入的了解。

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