主题：Losing to Win: Reputation Management of Online Sellers
主讲人： 美国亚利桑那大学经济系终身副教授 Mo Xiao
主持人：工商管理学院产业经济研究所刘忠副教授
时间：2013年10月24日（周四）晚上19点
地点：柳林校区 H107教室
主办单位：工商管理学院 科研处
主讲人简介：
Mo Xiao教授博士毕业于University of California, Los Angeles (UCLA)，现为美国亚利桑那大学经济系终身副教授。她的主要研究领域为产业组织、应用微观经济学。文章见诸于美国经济评论（American Economic Review，两篇）、International Journal of Industrial Organization（两篇）和Marketing Letter等国际顶级期刊上。
Mo Xiao教授的简历可见下面网页：
http://www.u.arizona.edu/~mxiao/Xiao_CV.pdf
内容提要：
Reputation is generally considered an asset, especially in e-commerce markets. Any reputation system, however, elicits strategic responses from the sellers. Using panel data on a large random sample of online sellers from China’s largest e-commerce platform, Taobao.com, we study how reputation affects revenue, prices, transaction volume, and survival likelihood as well as how sellers manage their reputation. We find that seller reputation has a substantial positive impact on established sellers, but new sellers fail to reap such benefits. Pursuing the long-run returns to reputation, new sellers actively manage their reputation by engaging in costly activities such as sales and switching product categories. In this “losing to win” process, new sellers may have spent too much resource to survive to next stage. Our results provide empirical support for the theory of career concern and reputation dynamics.
相关论文可于下面下载：
http://www.u.arizona.edu/~mxiao/research/reputation_FJX.pdf
