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中文摘要：
利用淘宝网的交易数据，研究一口价价格、信用的好中差评、商盟以及消费者保障计划等对交易笔数的影响。实证研究表明，价格对交易笔数有显著的负影响、好中差评数均有显著的正影响，而是否参加商盟无显著影响，参加消费者保障则为卖家带来了更多的交易笔数。研究表明，信用评价体系在网上交易中起到了一定的作用，但这个作用受到淘宝的信用评价政策等诸多因素的影响。
英文摘要：
This paper studies the effects of the buy-it-now price, seller＇s reputation, marketing association and the customer protection plan on the amount of transactions using data from Taobao. com. The empirical results show that the price has a significant negative impact on the sale, and seller＇s good reputation has a positive impact on the sale. However whether in the marketing associa- tion or not doesn＇t affect the sale significantly, but sellers who join the customer protection plan can get more sales. The results indicate that the reputation system has impact on online transaction, but the impact is influenced by many factors including Taobao＇s policy.
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