EXPRESS: Designing Quality Certificates: Insights from eBay

IF 5.1 1区 管理学 Q1 BUSINESS Journal of Marketing Research Pub Date : 2024-07-31 DOI:10.1177/00222437241270222
Xiang Hui, Ginger Zhe Jin, Meng Liu
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Abstract

Quality certification is a common tool to enhance trust in marketplaces. Should the certification be based on consumer reports, such as ratings, or administrative data on seller behavior, such as the number of seller-initiated cancellations? In theory, incorporating consumer reports makes the quality certificate more relevant for consumer experience but may discourage seller effort, because consumer reports can be driven by factors not entirely within sellers’ control. Alternatively, using administrative data makes the certification more controllable by sellers, but these data track only a subset of seller behavior and may not be fully aligned with consumer experience. To answer the above question, we study a major redesign of eBay’s quality certification that removed most consumer reports from its criteria and added administrative data. This change motivates seller effort in dimensions highlighted by the new criteria, as well as allowing sellers to more precisely target their effort at the threshold. Buyers place a higher value on the quality certificate and are more likely to purchase again on the platform in markets where administrative data are more correlated with consumer reports. Lastly, the proportion of certified sellers becomes more homogenized across markets, and sales seem to become more concentrated towards large sellers.
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快递:设计质量证书:来自 eBay 的启示
质量认证是提高市场信任度的常用工具。认证应该基于消费者报告,如评级,还是基于卖家行为的行政数据,如卖家主动取消订单的数量?从理论上讲,纳入消费者报告能使质量认证更贴近消费者的体验,但可能会打击卖家的积极性,因为消费者报告可能是由卖家无法完全控制的因素驱动的。或者,使用行政数据会使认证更容易被卖家控制,但这些数据只跟踪卖家行为的一部分,可能与消费者体验不完全一致。为了回答上述问题,我们研究了对 eBay 质量认证的重大重新设计,将大部分消费者报告从认证标准中删除,并增加了行政数据。这一改变激励了卖家在新标准所强调的维度上做出努力,同时也让卖家能够更精确地将努力目标锁定在门槛上。在行政数据与消费者报告关联度较高的市场,买家更看重质量证书,也更有可能在平台上再次购买。最后,各市场的认证卖家比例变得更加单一,销售似乎更加集中于大型卖家。
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来源期刊
CiteScore
10.30
自引率
6.60%
发文量
79
期刊介绍: JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.
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