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    [17] Cabral,L. ,and Hortacsu,A. ,2004,The Dynamics of Seller Reputation: Theory and Evidence from eBay,NBER Work-ing Paper.

    [18] Lucking-Reiley, Bryan,D,Prasad,N,and Reeves,D,2007,“Pennies from eBay:the Determinants of Price in On-line Auctions”,Journal of Industrial Economics,55(2):223—233.

    [19] Melnik,M. I. ,and Alm,J. ,2002,“Does a Seller's Reputation Matter? Evidence from eBay Auctions”,Journal of In-dustrial Economics,50(3):337—349 

    [20] Jin,G. ,and Kato,A. ,2004,Consumer Frauds and the Uninformed: Evidence from an Online Field Experiment,Uni-versity of Maryland Working Paper.

    [21] Houser,D. ,and Wooders,J. ,2006,“Reputation in Auctions:Theory,and Evidence from eBay”,Journal of Economics and Management Strategy,15(2):353—369.

    [22] Wilson,R. ,1985,Reputations in Games and Markets,Cambridge: Cambridge University Press.

    [23] White,H. ,1980,“A Heteroskedasticity-Consistent Covariance Matrix Estimator and a Direct Test for Heteroskedastici-ty”,Econometrica,48(4):817—838

    {24}Fombrun C, Shanley M。 What’s in a name·Reputation building and corporate strategy[J]。 Academy of Management Journal, 1990(33): 233-258

    {25}Kent Walker。 A Systematic Review of the Corporate Repu-tation Literature: De·nition,Measurement and Theory[J]。Corporate Reputation Review,2010(4):357-387。

    {26}Michael T Ewing, Lydia Windisch, Fiona J Newton。 Cor-porate reputation in the People’s Republic of China: AB2B perspective[J]。 Industrial Marketing Management, 2010(39): 728-736。


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