Reputation on the Internet
Reputation on the Internet
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互联网上的声誉
DOI：
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发表时间：
2012
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通讯作者：
Luís M. B. Cabral
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文献类型：
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作者：
Luís M. B. Cabral
经济学家长期以来一直在研究声誉现象，广义上定义为什么代理人（例如，购买者）相信或期望来自其他代理（例如，卖方）。在最近的（部分）文献调查中（Cabral，2005），我列出了几十个对这一文献的贡献。因此，我们可以公平地问：互联网上的声誉有什么特别之处？为什么像这样的一章值得阅读？有几个原因表明，互联网上的声誉是一个独立的现象，值得研究。第一，互联网的发展伴随着正式、系统的审查和反馈系统的发展（在线市场代理人和在线评级的离线市场代理人）。相比之下，传统的声誉研究通常是由现实世界中的问题，只有“软”信息（例如，美国航空公司等现有的当地垄断者在处理进入其市场的“坚韧”的声誉）。互联网上的声誉形成一个独立的研究领域的第二个原因是，正式的在线声誉系统产生了丰富的信息，迄今为止无法获得的研究人员。因此，对在线声誉的经济分析主要是经验性的，而之前关于声誉的文献主要是理论性的。第三个原因是，目前的奋进是值得的，在线市场是重要的，而且越来越重要。具体来说，考虑eBay的情况下，一个OUP不正确的证明-第一证明，04/21/12，新一代
Economists have long studied the phenomenon of reputation, broadly defined as what agents (e.g., buyers) believe or expect from other agents (e.g., sellers). In a recent (partial) survey of the literature (Cabral, 2005), I listed several dozen contributions to this literature. So it is only fair to ask: What is special about reputation on the Internet? Why should a chapter like this be worth reading? There are several reasons that reputation on the Internet is a separate phenomenon in its own right, and one worth studying. First, the growth of the Internet has been accompanied by the growth of formal, systematic review and feedback systems (both of online market agents and of offline market agents who are rated online). By contrast, the traditional research on reputation was typically motivated by real-world problems where only “soft” information was present (for example, the reputation of an incumbent local monopolist such as American Airlines for being “tough” in dealing with entrants into its market). The second reason that reputation on the Internet forms a separate research area is that formal online reputation systems generate a wealth of information hitherto unavailable to the researcher. As a result, the economic analysis of online reputation is primarily empirical, whereas the previous literature on reputation was primarily of a theoretical nature. A third reason that the present endeavor is worthwhile is that online markets are important and increasingly so. Specifically, consider the case of eBay, one of OUP UNCORRECTED PROOF – FIRST-PROOF, 04/21/12, NEWGEN