Reducing buyer search costs: implications for electronic marketplaces
Management Science - Special issue: Frontier research on information systems and economics
Information Systems Research
The Market Structure for Internet Search Engines
Journal of Management Information Systems
Electronic Commerce Research and Applications
Reputation evaluation for choosing a trustworthy counterparty in C2C e-commerce
Electronic Commerce Research and Applications
Reputation inflation detection in a Chinese C2C market
Electronic Commerce Research and Applications
Measuring the coverage and redundancy of information search services on e-commerce platforms
Electronic Commerce Research and Applications
Efficient communication architecture for the C2C agent
Computer Standards & Interfaces
The role of sunk costs in online consumer decision-making
Electronic Commerce Research and Applications
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China's fast-growing online consumer-to-consumer (C2C) market merits widespread research efforts. However, it has so far received little research attention. In this exploratory study, we chose Taobao - a leading online C2C auction company in China with more than 70% of market shares - as our research context. We focus on the general market structure of Taobao in terms of three factors: market distribution, market growth, and market concentration. Based on these factors, we reveal the differences between Taobao and eBay. In our preliminary data analyses, we adopt total online reputation scores to measure the transaction volumes of online sellers. We also propose the sample-based Herfindal-Hirschman Index as a measure in the comparison of concentration levels between the two markets and at different time points. Our empirical data analyses suggest that online transaction volumes of Taobao sellers demonstrate many stochastic properties similar to those on eBay with some distinguishing properties, such as a faster growth rate but a lower concentration trend. We note that in 2006 Taobao sellers tended to maintain stabilized transaction volumes while market growth slowed. This reflects the effect of the competition in China's online C2C market on Taobao's performance.