Reputation in online marketplaces

Two recent NBER papers tell us about trust, quality, and reputation in online marketplaces.

BUYING REPUTATION AS A SIGNAL OF QUALITY:
EVIDENCE FROM AN ONLINE MARKETPLACE
Lingfang (Ivy) Li, Steven Tadelis, Xiaolan Zhou
Working Paper 22584, http://www.nber.org/papers/w22584

ABSTRACT: Reputation is critical to foster trust in online marketplaces, yet leaving feedback is a public good that can be under-provided unless buyers are rewarded for it. Signaling theory implies that only high quality sellers would reward buyers for truthful feedback. We explore this scope for signaling using Taobao's "reward-for-feedback" mechanism and find that items with rewards
generate sales that are nearly 30% higher and are sold by higher quality sellers. The market design implication is that marketplaces can benefit from allowing sellers to use rewards to build reputations and signal their high quality in the process.

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DESIGNING ONLINE MARKETPLACES:

TRUST AND REPUTATION MECHANISMS

Michael Luca

Working Paper 22616, http://www.nber.org/papers/w22616

ABSTRACT: Online marketplaces have proliferated over the past decade, creating new markets where none existed. By reducing transaction costs, online marketplaces facilitate transactions that otherwise would not have occurred and enable easier entry of small sellers. One central challenge faced by designers of online marketplaces is how to build enough trust to facilitate transactions between strangers. This paper provides an economist’s toolkit for designing online marketplaces, focusing on trust and reputation mechanisms.