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Investigating the Effectiveness of the Seller Reputation Mechanism: An Empirical Study of Small Appliances

In: Liss 2013

Author

Listed:
  • Ying Wang

    (Beijing Jiaotong University)

  • Lei Huang

    (Beijing Jiaotong University)

  • Yi Guo

    (Beijing Jiaotong University)

Abstract

This paper attempts to obtain insights into the effectiveness of the seller reputation mechanism by an empirical study using online sales data of the small appliances. The metrics for measuring seller reputation are investigated and the measurement of the seller sales performance is analyzed. The sales data is collected for different sellers dealing with the same type of goods. Two types of small appliances are selected for the empirical study considering the quality homogeneity among different goods. Univariate analysis and the attribute selection technique are carried out to find out the effect of different seller reputation metric and the most significant factors. This study demonstrates that the user subjective assessment has a significant effect on the sales performance.

Suggested Citation

  • Ying Wang & Lei Huang & Yi Guo, 2015. "Investigating the Effectiveness of the Seller Reputation Mechanism: An Empirical Study of Small Appliances," Springer Books, in: Runtong Zhang & Zhenji Zhang & Kecheng Liu & Juliang Zhang (ed.), Liss 2013, pages 627-632, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40660-7_93
    DOI: 10.1007/978-3-642-40660-7_93
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