Effects of a reputation feedback system on an online consumer-to-consumer auction market

Jian Yang, Xiaorui Hu, Han Zhang

Research output: Contribution to journalArticlepeer-review

41 Scopus citations


This research establishes a dynamic game-theoretic model that interprets the mechanism of reputation feedback systems in online consumer-to-consumer (C2C) auction markets. Based on the model, a numerical study is conducted to reveal the effects of feedback systems on auction markets. The study shows that the existence of feedback systems greatly improves the performance of online C2C auction markets: buyers are more willing to trade and gain more benefit from the transactions; sellers' honest behavior is encouraged, as honest sellers' gains are increased and dishonest sellers' gains are reduced. It also offers practical insights on the design of a feedback system: rewarding an honestly-behaving seller is less effective on promoting market performance than punishing a cheating seller.

Original languageEnglish (US)
Pages (from-to)93-105
Number of pages13
JournalDecision Support Systems
Issue number1
StatePublished - Nov 2007
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management


  • Auction/bidding
  • Feedback system
  • Gaming
  • Internet


Dive into the research topics of 'Effects of a reputation feedback system on an online consumer-to-consumer auction market'. Together they form a unique fingerprint.

Cite this