题  目：Does Money really talk? An Empirical Study on Reward-for-Feedback Mechanism in Taobao.com

报告人：李玲芳  副教授     复旦大学管理学院

主持人：夏�君   浙江大学经济学院

时  间：2014年3月21日   星期五   15:00-17:00

地  点：浙大玉泉校区外经贸大楼418室

                         欢迎广大师生参加！

ABSTRACT

This paper investigates how reward-for-feedback mechanism a ect both consumers and sellers' behavior in online market, more speci cally, whether the conditional reward plays a role of signaling sellers' quality and whether buyers understand the signal as theory predicted, and whether the mechanism a ect di erent levels of sellers and buyers di erently. Furthermore, we examine how the monetary rewards a ect sales and prices, and whether the rewards make buyers only report positive feedback instead of reporting both positive and negative feedback. Using a data set collected from September 2012 to February 2013 in Taobao.com, the leading C2C market in China that implemented a eward-for-feedback" mechanism in March 2012, we nd that sellers with high reputation or more experience are more likely to choose the "reward-for-feedback" option, and more experienced buyers are more likely to get rewards. Prices of the items that seller choose the "reward-for-feedback" option are not higher. What is more, rewards induce buyers to write more detailed feedback but not biased toward positive feedback. 

                                              CRPE秘书处
                                               2014-3-17