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Zhangxi Lin
Texas Tech University
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Jun Li
Shanghai University of Finance and Economics
Shanghai, China
Tel: +86-21-6590-4295, Fax: +86-21Email: lijun-embajada@163.com
potential risk to online traders [1],
ABSTRACT
market.
Encouraged
by the
previous
research
when needed.
comparing between the data from Taobao and eBay we found that
distributed the same as that of eBay These are the same as the
just emerging with huge potentials (e.g. [3]). Later on, as the
Keywords
this aspect reviewed in [14]. Later, some research effort has moved
back to the buyer side problems with the focus on the adoption of
trusted third party services. For example, Antony et al [2] conduct
1.
INTRODUCTION
over the world in last few years. The great achievement of C2C
[7].
about the similar size and lead the online auction market, and 1pai
1) EBayEachnet (http://www.ebay.com.cn)
2) 1pai (http://cn.auctions.yahoo.com)
Supported by
Taobao:
the first quarter of 2004 to 41% by the fourth quarter of the same
transacted via its counterpart, Alipai intrigues the public why the
payment system is so successful on Taobao. The report published
in April 2004 announced that the growth rate of 768% at Taobao
was greater than that of any other domestic website in China.
Meanwhile, Taobao is also featured by its No.1 place of other
important indexes indicating the quality of the online individual
transaction. For instance, the success of the transaction rate locates
the top of the list, and nearly quadrupled within twelve months.
Nowadays, the real online quantity of the commodity in Taobao
has reached nearly 2 million.
In general, Chinas online auction market can be characterized as
the follows:
market
community.
The above shows that the online auction market in China has huge
transaction.
Figure 4b. eBays reputation forum (This is the format since January 1, 2004)
In general, reputation systems help manage risks and promote
compared with the 408 records of the same type of data (S-030116)
procedure for the collection of the eBay data are covered in [12].
in the online auction market of Taobao will behave the same way
the same one as used by Lin et al [12] for eBay reputation data
as those in
eBay:
to
1)
2)
3)
4)
further.
Table 1. Statistical Comparison of Seller Reputation Scores between Taobao and eBay
Dataset ID
Collection Date
Dataset
# of sellers
# of sellers
# of sellers
Per
seller
Per
seller
size
with 6-mon
with 6-mon
with 6-mon
average total
negative scores in
average neutral
total
negative
neutral
scores in 6
6 months
scores
scores > 0
scores > 0
scores > 0
months
in
months
TB050227
200
188 (94.0%)
28 (14.0%)
67 (33.5%)
52.1
0.99
0.20
S-030116
408
396 (97.0%)
193 (47.3%)
122 (29.9%)
590.2
5.8
5.3
research effort is by Robert Gibrat [7], who pointed out that the
growth of the market (see the appendix for the information about
and Bonini [16], Singh and Whittington [17], etc. has gradually
enriched the market structure theory from different aspects.
35
30
25
20
15
10
5
0
0.
00
0.
49
0.
99
1.
48
1.
98
2.
47
2.
97
3.
46
3.
95
4.
45
4.
94
5.
44
5.
93
6.
44
Ln(X)
(a) TB050327
11
10
50
45
40
35
30
25
20
15
10
5
0
2
Ln(x)
reputation scores
= 0.05)
2)
Dataset
Aver
Posi/
Nega/
Nega/
(Nega+
Total
Total
Total
Total
Neut)/Tot
TB050227
52.1
97.8%
0.37%
1.83%
2.2%
S-030116
590.2
98.1%
0.89%
0.98%
1.9%
rate (NFR) be the best indicator of the risk among all, which is so
far not well studied yet. There are several different types of NFRs:
overall NFR the one based on a specific set of traders; life-long
online C2C auction markets. Taobao has a more formal process for
period. From now on, we refer the NFR as the one calculated from
online store first. This extra overhead, though is not high, adds
some cost to any selling effort, and consequently makes the selling
more serious. By February 2005, the total number of sellers
believed this context, they will tend to deal with sellers as stores,
which could be more trustworthy. When they are not fully satisfied
partner may incur a retaliation with the same negative rating which
may damage a buyers reputation more than the sellers, the buyer
high negative score may devalue his/her account and finally he/she
studying NFR and NEU they provide more information than that
the positive feedback rate can tell and more influential to traders
The third possible reason for the high NEU in Taobao could be
1)
over time. In addition, this paper found the situations that were not
Li & Lin [11] report that a sellers NFR is the best indicator for
predicting the transaction risk with the seller. This implies that a
Taobao and eBay are also lognormally distributed; and the overall
sellers.
Since the values of NFR and NEU are in the interval of [0, 1] that
above findings, this paper has identified a few open issues left for
the research in next phase. First, we will collect the data in two
interceptions as well as the data from two time points using the
the change direction. That is, the higher NFR or NEU implies the
same high level in the next time period. This also means that
to buyers how risky if they are to transact with a seller with regard
not been tackled yet in recent decade. The exploration in this issue
the overall trend of NFR and NEU because, by intuition, this will
5. REFERENCES
[1]
Negative feedback
Neural
rate
rate
TB050227
S-030116
feedback
[2]
[3]
4. CONCLUSIONS
Technology
in
Electronic
Markets:
Price
(2002) 243-268.
1993.
[5]
[6]
[7]
[16]
403-421.
607-617.
[17]
279-295.
[8]
[19]
[11]
[12]
2000.
distributed.
[13]
2004.
E[X].
with regard to
Security
Information
Management
Technology,
Ideal
Ethical
Group
Issues
Inc.,
of
f (X)
2003,
pp249-266.
[14]
1
X Y
1 ln X E[Y] 2
exp
2
Y
2
System, in:
Michael
R.B.
(ed.),
The
assumptions:
1)
2)
3)
4)
10