IDEAS home Printed from https://ideas.repec.org/p/red/sed013/192.html
   My bibliography  Save this paper

Losing to Win: Reputation Management of Online Sellers

Author

Listed:
  • Mo Xiao

    (University of Arizona)

  • Jiandong Ju

    (Tsinghua University)

  • Ying Fan

    (University of Michigan)

Abstract

Reputation is generally considered an asset, especially in e-commerce markets. Any reputation system, however, elicits strategic responses from the sellers. Using panel data on a large random sample of online sellers from China’s largest e-commerce platform, Taobao.com, we study how reputation affects revenue, prices, transaction volume, and survival likelihood as well as how sellers manage their reputation. We find that seller reputation has a substantial positive impact on established sellers, but new sellers fail to reap such benefits. Pursuing the long-run returns to reputation, new sellers actively manage their reputation by engaging in costly activities such as sales and switching product categories. In this "losing to win" process, new sellers may have spent too much resource to survive to next stage. Our results provide empirical support for the theory of career concern and reputation dynamics.

Suggested Citation

  • Mo Xiao & Jiandong Ju & Ying Fan, 2013. "Losing to Win: Reputation Management of Online Sellers," 2013 Meeting Papers 192, Society for Economic Dynamics.
    • Handle: RePEc:red:sed013:192
    as

    Download full text from publisher

    File URL: https://red-files-public.s3.amazonaws.com/meetpapers/2013/paper_192.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dina Mayzlin & Yaniv Dover & Judith Chevalier, 2014. "Promotional Reviews: An Empirical Investigation of Online Review Manipulation," American Economic Review, American Economic Association, vol. 104(8), pages 2421-2455, August.
    2. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    3. Lucia Foster & John Haltiwanger & Chad Syverson, 2016. "The Slow Growth of New Plants: Learning about Demand?," Economica, London School of Economics and Political Science, vol. 83(329), pages 91-129, January.
    4. Daniel Houser & John Wooders, 2006. "Reputation in Auctions: Theory, and Evidence from eBay," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 15(2), pages 353-369, June.
    5. Bar-Isaac, Heski & Tadelis, Steven, 2008. "Seller Reputation," Foundations and Trends(R) in Microeconomics, now publishers, vol. 4(4), pages 273-351, August.
    6. Olley, G Steven & Pakes, Ariel, 1996. "The Dynamics of Productivity in the Telecommunications Equipment Industry," Econometrica, Econometric Society, vol. 64(6), pages 1263-1297, November.
    7. Viard, V. Brian & Fu, Shihe, 2015. "The effect of Beijing's driving restrictions on pollution and economic activity," Journal of Public Economics, Elsevier, vol. 125(C), pages 98-115.
    8. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    9. Bengt Holmström, 1999. "Managerial Incentive Problems: A Dynamic Perspective," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 66(1), pages 169-182.
    10. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 98(4), pages 659-679.
    11. Luís Cabral & Ali Hortaçsu, 2010. "The Dynamics Of Seller Reputation: Evidence From Ebay," Journal of Industrial Economics, Wiley Blackwell, vol. 58(1), pages 54-78, March.
    12. Steven Tadelis, 2002. "The Market for Reputations as an Incentive Mechanism," Journal of Political Economy, University of Chicago Press, vol. 110(4), pages 854-882, August.
    13. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
    14. Bengt Holmstrom, 1999. "Managerial Incentive Problems: A Dynamic Perspective," NBER Working Papers 6875, National Bureau of Economic Research, Inc.
    Full references (including those not matched with items on IDEAS)

    Citations

    Blog mentions

    As found by EconAcademics.org, the blog aggregator for Economics research:
    1. Building a reputation as online seller
      by Economic Logician in Economic Logic on 2013-10-14 19:10:00

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Grégory Jolivet & Bruno Jullien & Fabien Postel-Vinay, 2014. "Reputation and Pricing on the e-Market: Evidence from a Major French Platform," PSE Working Papers hal-03460312, HAL.
    2. Jolivet, Grégory & Jullien, Bruno & Postel-Vinay, Fabien, 2016. "Reputation and prices on the e-market: Evidence from a major French platform," International Journal of Industrial Organization, Elsevier, vol. 45(C), pages 59-75.
    3. Susan Lu & Huaxia Rui, 2014. "Can We Trust Online Physician Ratings? Evidence from Cardiac Surgeons in Florida," Working Papers 14-01, NET Institute.
    4. Xiang Hui & Maryam Saeedi & Zeqian Shen & Neel Sundaresan, 2016. "Reputation and Regulations: Evidence from eBay," Management Science, INFORMS, vol. 62(12), pages 3604-3616, December.
    5. Cai, Hongbin & Jin, Ginger Zhe & Liu, Chong & Zhou, Li-an, 2014. "Seller reputation: From word-of-mouth to centralized feedback," International Journal of Industrial Organization, Elsevier, vol. 34(C), pages 51-65.
    6. repec:hal:spmain:info:hdl:2441/4firg7dmo68rdasf15hi85vn53 is not listed on IDEAS

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fan, Ying & Ju, Jiandong & Xiao, Mo, 2016. "Reputation premium and reputation management: Evidence from the largest e-commerce platform in China," International Journal of Industrial Organization, Elsevier, vol. 46(C), pages 63-76.
    2. Gesche, Tobias, 2018. "Reference Price Shifts and Customer Antagonism: Evidence from Reviews for Online Auctions," VfS Annual Conference 2018 (Freiburg, Breisgau): Digital Economy 181650, Verein für Socialpolitik / German Economic Association.
    3. Jolivet, Grégory & Jullien, Bruno & Postel-Vinay, Fabien, 2016. "Reputation and prices on the e-market: Evidence from a major French platform," International Journal of Industrial Organization, Elsevier, vol. 45(C), pages 59-75.
    4. Alp E. Atakan & Mehmet Ekmekci, 2012. "Reputation in Long-Run Relationships," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 79(2), pages 451-480.
    5. Ekmekci, Mehmet, 2011. "Sustainable reputations with rating systems," Journal of Economic Theory, Elsevier, vol. 146(2), pages 479-503, March.
    6. Paul A. Pavlou & Angelika Dimoka, 2006. "The Nature and Role of Feedback Text Comments in Online Marketplaces: Implications for Trust Building, Price Premiums, and Seller Differentiation," Information Systems Research, INFORMS, vol. 17(4), pages 392-414, December.
    7. Luís Cabral & Lingfang (Ivy) Li, 2015. "A Dollar for Your Thoughts: Feedback-Conditional Rebates on eBay," Management Science, INFORMS, vol. 61(9), pages 2052-2063, September.
    8. Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107687899.
    9. Cai, Hongbin & Jin, Ginger Zhe & Liu, Chong & Zhou, Li-an, 2014. "Seller reputation: From word-of-mouth to centralized feedback," International Journal of Industrial Organization, Elsevier, vol. 34(C), pages 51-65.
    10. W. Bentley MacLeod, 2007. "Reputations, Relationships, and Contract Enforcement," Journal of Economic Literature, American Economic Association, vol. 45(3), pages 595-628, September.
    11. Maarten Ter Huurne & Amber Ronteltap & Chenhui Guo & Rense Corten & Vincent Buskens, 2018. "Reputation Effects in Socially Driven Sharing Economy Transactions," Sustainability, MDPI, vol. 10(8), pages 1-19, July.
    12. Hema Yoganarasimhan, 2013. "The Value of Reputation in an Online Freelance Marketplace," Marketing Science, INFORMS, vol. 32(6), pages 860-891, November.
    13. José Canals-Cerdá, 2012. "The value of a good reputation online: an application to art auctions," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 36(1), pages 67-85, February.
    14. Behnud Mir Djawadi & René Fahr & Claus-Jochen Haake & Sonja Recker, 2018. "Maintaining vs. milking good reputation when customer feedback is inaccurate," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-23, November.
    15. Chris Nosko & Steven Tadelis, 2015. "The Limits of Reputation in Platform Markets: An Empirical Analysis and Field Experiment," NBER Working Papers 20830, National Bureau of Economic Research, Inc.
    16. Tobias Gesche, 2022. "Reference‐price shifts and customer antagonism: Evidence from reviews for online auctions," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 558-578, August.
    17. Gary E. Bolton & Elena Katok & Axel Ockenfels, 2004. "How Effective Are Electronic Reputation Mechanisms? An Experimental Investigation," Management Science, INFORMS, vol. 50(11), pages 1587-1602, November.
    18. Judy E. Scott & Dawn G. Gregg & Jae Hoon Choi, 2015. "Lemon complaints: When online auctions go sour," Information Systems Frontiers, Springer, vol. 17(1), pages 177-191, February.
    19. W. Bentley MacLeod, 2006. "Reputations, Relationships and the Enforcement of Incomplete Contracts," CESifo Working Paper Series 1730, CESifo.
    20. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:red:sed013:192. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Christian Zimmermann (email available below). General contact details of provider: https://edirc.repec.org/data/sedddea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.