Reputation, Product Character and Price Dispersion in C2C Electronic Market: Evidence from Taobao

摘要：

Concerned with online market efficiency, price dispersion in electronic markets is an important issue. Although variety drivers have been recognized to explain the price dispersion in electronic markets, the effects of seller’s reputation level, product grade and brand character have been under examined. Our empirical results based on 8573 price observations in C2C electronic market of Taobao show that high product grade within same brand is associated with high price dispersion. Moreover, the product brand influences the standard deviation of the product prices. The results of ANOVA show that price dispersion does not differ significantly across e-tailers with different reputation level within the same product. Overall, these findings contribute to electronic market literatures by empirically investigated the importance of seller’s reputation, product grade and brand character in impacting online price dispersion based on the observations from Chinese C2C markets.

关键词： Reputation Product Character Price dispersion C2C

作者: Chunping Deng Tongqiang Jiang Yali Li

作者单位: School of Computer Science and Information Engineering, Beijing Technological and BusinessUniversity School of Computer Science and Information Engineering, Beijing Technological and Business Universit

会议类型: 国际会议

会议名称: The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 44-50

在线出版日期: 2010-05-29（万方平台首次上网日期，不代表论文的发表时间）