CAJ | 학술논문

利用淘宝网的交易数据，研究一口价价格、信用的好中差评、商盟以及消费者保障计划等对交易笔数的影响。实证研究表明，价格对交易笔数有显著的负影响、好中差评数均有显著的正影响，而是否参加商盟无显著影响，参加消费者保障则为卖家带来了更多的交易笔数。研究表明，信用评价体系在网上交易中起到了一定的作用，但这个作用受到淘宝的信用评价政策等诸多因素的影响。
이용도보망적교역수거，연구일구개개격、신용적호중차평、상맹이급소비자보장계화등대교역필수적영향。실증연구표명，개격대교역필수유현저적부영향、호중차평수균유현저적정영향，이시부삼가상맹무현저영향，삼가소비자보장칙위매가대래료경다적교역필수。연구표명，신용평개체계재망상교역중기도료일정적작용，단저개작용수도도보적신용평개정책등제다인소적영향。
This paper studies the effects of the buy-it-now price, seller＇s reputation, marketing association and the customer protection plan on the amount of transactions using data from Taobao. com. The empirical results show that the price has a significant negative impact on the sale, and seller＇s good reputation has a positive impact on the sale. However whether in the marketing associa- tion or not doesn＇t affect the sale significantly, but sellers who join the customer protection plan can get more sales. The results indicate that the reputation system has impact on online transaction, but the impact is influenced by many factors including Taobao＇s policy.