A Canonical Analysis of the Relationship between Overall Ratings and Component Ratings in Taobao
Since Taobao introduced the component rating system in its marketplace, a sequence of questions like how it will co-work with the traditional binary reputation system, and what will they correlate each other was aroused. This paper is to explore the relationship between overall ratings and component ratings through a canonical analysis. One specific skin-care product is chosen, and 301 valid store data is derived from a 14-day market data collection. A high correlated relationship, though negative, is found between the two canonical variates-overall ratings and component ratings, revealing that binary system cannot well reflect the service quality of sellers, and reputed sellers tend to care less about customers than the unknown ones. In addition, the 6-month positive ratings and the customer service turn out to be the prominent indicators.
e-commerce reputation system component rating C2C marketplace
Xianfeng Zhang Zhenyi Xue
School of Economics and Finance, Xi’an Jiaotong University, Xi’an, 710061, China
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
643-648
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）