Document Type

Work in Progress


Online feedback mechanism, best known right now for building trust and reputation in electronic markets, are regarded as a major player in the success of many online trading communities. It can reduce sellers’ anonymities, mitigate the buyers’ risks, and affect the price premiums. In this paper, we investigate the relationship between feedback mechanisms and price premiums by the analysis of field data. An intelligent agent is build to collect actual data from Yahoo Auction. The research results will also allow us to better understand whether positive/negative rating has different effects. It may also clarify mediating effects of product characteristics on the relationship between reputation systems and price premiums.