Do different reputation systems provide consistent signals of seller quality: a canonical correlation investigation of Chinese C2C marketplaces
Do different reputation systems provide consistent signals of seller quality: a canonical correlation investigation of Chinese C2C marketplaces
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DOI：
10.1007/s12525-012-0092-4
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发表时间：
2012-05
影响因子：
8.5
通讯作者：
Xianfeng Zhang;Jifeng Luo;Qi Li
中科院分区：
文献类型：
--
作者：
Xianfeng Zhang;Jifeng Luo;Qi Li
近年来，消费者对消费者（C2C）市场，如eBay和淘宝，已经采用了组件评级系统，并与二元评级系统同时运行。本文研究了二元评级和成分评级系统在多大程度上能够提供一致的卖方质量信号，重点是在中国背景下的声誉系统设计。使用淘宝的现场数据，我们进行了典型相关分析，发现两个系统的声誉信号一般是相关的。正如预期的那样，负面和中性评级准确地反映了买家的不满。然而，我们的研究结果表明，积极的评级与三个组成部分的评级呈负相关（即，商品描述、客户服务和准时交货），这表明淘宝上大量的正面评价可能会鼓励对平台的信任，但无助于选择可信的卖家。研究结果揭示了文化差异在解释中国的负相关关系中的作用，并为声誉系统的设计提供了重要的启示。
In recent years, consumer-to-consumer (C2C) marketplaces such as eBay and Taobao have adopted a component rating system, and run it simultaneously with but independent of a binary rating system. This paper investigates the extent to which binary rating and component rating systems are able to provide consistent signals of sellers’ quality, focusing on the reputation system design under the Chinese context. Using field data from Taobao, we performed canonical correlation analyses and found that the reputation signals of the two systems are generally correlated. As expected, negative and neutral ratings accurately reveal buyer dissatisfaction. Our results, however, show that positive ratings exhibit negative correlations with the three component ratings (i.e., item-as-described, customer service, and on-time delivery), suggesting that large numbers of positive ratings on Taobao may encourage trust in the platform but do not help to choose credible sellers. Our results elucidate the role of cultural difference in explaining the negative relationship in China and provide important implications for the design of reputation systems.