时间：

2023年12月5日12:30（周二）

地点：

西南财经大学（柳林校区）格致楼1011会议室

主题：

《The impact of multiple online certifications on seller performance in e-commerce platforms》

主讲人介绍：

路云霄 中国西部经济研究院 流通经济学2020级博士研究生

主要内容：Many e-commerce platforms have adopted certification programs to enable consumers to identify high-quality sellers. To impress consumers, some platforms provide several similar certifications to sellers. Using signaling theory, we explore the effectiveness of this multiple similar certification strategy. This paper investigates whether the first platform certification and subsequent, additional certifications can facilitate sellers’ performance. We also examine the moderating effect of other sources of information (such as seller reputation and operating time). We obtain a seller dataset from China’s largest e-commerce platform (Taobao.com). Leveraging a quasi-natural experiment with changes in platform certification status, we combine difference-in-differences models and propensity score matching to test hypotheses. The results found that a first certification significantly improves sellers’ performance. The impact of platform certifications is negatively moderated by sellers’ reputation and operating time. In particular, additional certifications enhance performance only if sellers have low reputation or short operating time. This study provides a more complete picture of how the quality signal of the same category and different categories work together，enrich the signaling theory and have implications for platform governance.

主办单位：中国西部经济研究院

承办单位：中国西部经济研究院流通经济研究中心

协办单位：中国西部经济研究院研究生会学术部