Seller Reputation: From Word-of-Mouth to Centralized Feedback
Hongbin Cai, Ginger Jin, Li-an Zhou and Chong Liu , ( 34 )
International Journal of Industrial Organization

Reputation is one of the most important incentives for trade and cooperation. Using the complete selling history of 125,135 sellers on (an eBay equivalent in China), we show that sellers with a longer successful selling record enjoyed more repeat business, reached more buyer regions, sold in more product categories, and had a higher completion rate even before Eachnet introduced a centralized feedback system.

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