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2009 6,,, ( ),,,,,,,,,,,2008 3,,,,,,,,,,,,,,,,,,,,, : ;,, ( ),,,,,,,,,,,,,,,,,2007 :, 5,2007 :, ( ) 6 3,2008 :, ( ) 7 4,2008 :, 7,2003 :, 3,2006 : :, 12 153
Baro, David P., 2002, Private Orderig o the Iteret : The ebay Commuity of Traders, Busiess ad Politics, Vol. 4 (3). Greif, A., 1993, Cotract Eforceability ad Ecoomic Istitutios i Early Trade : The Maghribi Traders Coalitio, America Ecoomic Review, 83 (3), Jue, pp. 525 48. Greif, A., Milgrom. P., & Weigast, B., 1994, Coordiatio, Commitmet, ad Eforcemet : The Case of the Merchat Guild, Joural of Political Ecoomy, 102, 745 776. Greif, A., 2004, Istitutios ad Impersoal Exchage : The Europea Experiece, Staford Uiversity. Houser, Daiel &Joh Wooders, 2006, Reputatio i Auctios : Theory, ad Evidece from ebay, Joural of Ecoomics & Maagemet Strategy, Vol. 15, Issue 2, pp. 255 548. Kalyaam, K. ad S. McItyre, 2001, Retur o Reputatio i Olie Auctio Markets, Workig paper, Sata Clara Uiversity. Livigsto, J., 2005, How Valuable Is a Good Reputatio? A Sample Selectio Model of Iteret Auctios, Review of Ecoomics ad Statistics, Vol. 87, No. 3, pp. 453 465. Luckig2Reiley, David, Doug Brya, Naghi Prasad & Daiel Reeves, 2007, Peies from ebay : the Determiats of Price i Olie Auctios, Joural of Idustrial Ecoomics, Vol. 55, No. 2, pp. 223 233. 650. McDoald, C. G. & V. C. Slawso, Jr., 2002, Reputatio i a Iteret Auctio Market, Ecoomics Iquiry, Vol. 40 (3), pp. 633 Melik, M. I. &J. Alm, 2002, Does a Seller s Reputatio Matter? Evidece from ebay Auctios, Joural of Idustrial Ecoomics, Vol. 50 (3), pp. 337 349. Milgrom, P., D. North, &B. Weigast, 1990, The Role of Istitutios i the Revival of Trade : the Law Merchat, Private Judges, ad the Champaig Fairs, Ecoomics ad Politics, 2 :1 23. 11 23. North D. C., 1990, Istitutios, Istitutioal Chage ad Ecoomic Performace, Cambridge : Cambridge Uiversity Press. North D. C., 1993, Istitutios ad Credible Commitmet, Joural of Istitutioal ad Theoretical Ecoomics, Vol. 149, No. 1, pp. North, D. C. & B. R. Weigast, 1989, Costitutios ad Commitmet : the Evolutio of Istitutios Goverig Public Choice i Seveteeth2Cetury Eglad, Joural of Ecoomic History, Vol. 49, No. 4, pp. 803 32. Williamso, Oliver E., 1983, Credible Commitmets : Usig Hostages to Support Exchage, America Ecoomic Review, Vol. 73, No. 4, 519 540. Collective Reputatio, Credible Commitmet ad Eforcemet : The Case of Seller Coalitio i Chia s Olie Auctio Market Wu Desheg ad Li Weia (Ceter for Studies of Corporate Goverace, School of Busiess, Nakai Uiversity) Abstract :This paper aalyzes the fuctio of seller coalitio o olie auctio site2taobao i cotract eforcemet. prisoer s dilemma exists i olie auctio sites. Sellers ad Taobao established seller coalitio to solve this problem as respose. Seller coalitio ca use its collective reputatio as hostage to udertake credible commitmet to buyers : sellers belogig to a coalitio will ot cheat buyers ; if a seller cheats buyers, coalitio will puish him. Coalitio systems icrease puishmet buyers ca iflict o sellers ad ehace the role of reputatio mechaism. Uder certai coditio, commitmet udertake by coalitio is credible. This paper explores how private parties establish istitutio to self2disciplie ad provide credible commitmet, ad therefore ehace the eforcemet. Key Words :Olie Auctio ; Collective Reputatio ; Credible Commitmet ; Coalitio JEL Classificatio :D44, D74, L14 Severe ( : ) ( : ) 154