A Special Issue on Statistical Challenges and Opportunities in Electronic Commerce Research

This special issue is a product of the First Interdisciplinary Symposium on Statistical Challenges and Opportunities in Electronic Commerce Research, which took place on May 22--23, 2005, at the Robert H. Smith School of Business, University of Maryland, College Park (\url{www.smith.umd.edu/dit/statschallenges/}). The symposium brought together, for the first time, researchers from statistics, information systems, and related fields, all of whom work or are interested in empirical research related to electronic commerce. The goal of the symposium was to cross the borders, discuss joint research opportunities, expose this field and its statistical challenges, and promote collaboration between the different fields.Comment: Published at http://dx.doi.org/10.1214/088342306000000178 in the Statistical Science (http://www.imstat.org/sts/) by the Institute of Mathematical Statistics (http://www.imstat.org

E-loyalty networks in online auctions

Creating a loyal customer base is one of the most important, and at the same time, most difficult tasks a company faces. Creating loyalty online (e-loyalty) is especially difficult since customers can ``switch'' to a competitor with the click of a mouse. In this paper we investigate e-loyalty in online auctions. Using a unique data set of over 30,000 auctions from one of the main consumer-to-consumer online auction houses, we propose a novel measure of e-loyalty via the associated network of transactions between bidders and sellers. Using a bipartite network of bidder and seller nodes, two nodes are linked when a bidder purchases from a seller and the number of repeat-purchases determines the strength of that link. We employ ideas from functional principal component analysis to derive, from this network, the loyalty distribution which measures the perceived loyalty of every individual seller, and associated loyalty scores which summarize this distribution in a parsimonious way. We then investigate the effect of loyalty on the outcome of an auction. In doing so, we are confronted with several statistical challenges in that standard statistical models lead to a misrepresentation of the data and a violation of the model assumptions. The reason is that loyalty networks result in an extreme clustering of the data, with few high-volume sellers accounting for most of the individual transactions. We investigate several remedies to the clustering problem and conclude that loyalty networks consist of very distinct segments that can best be understood individually.Comment: Published in at http://dx.doi.org/10.1214/09-AOAS310 the Annals of Applied Statistics (http://www.imstat.org/aoas/) by the Institute of Mathematical Statistics (http://www.imstat.org

Functional Data Analysis in Electronic Commerce Research

This paper describes opportunities and challenges of using functional data analysis (FDA) for the exploration and analysis of data originating from electronic commerce (eCommerce). We discuss the special data structures that arise in the online environment and why FDA is a natural approach for representing and analyzing such data. The paper reviews several FDA methods and motivates their usefulness in eCommerce research by providing a glimpse into new domain insights that they allow. We argue that the wedding of eCommerce with FDA leads to innovations both in statistical methodology, due to the challenges and complications that arise in eCommerce data, and in online research, by being able to ask (and subsequently answer) new research questions that classical statistical methods are not able to address, and also by expanding on research questions beyond the ones traditionally asked in the offline environment. We describe several applications originating from online transactions which are new to the statistics literature, and point out statistical challenges accompanied by some solutions. We also discuss some promising future directions for joint research efforts between researchers in eCommerce and statistics.Comment: Published at http://dx.doi.org/10.1214/088342306000000132 in the Statistical Science (http://www.imstat.org/sts/) by the Institute of Mathematical Statistics (http://www.imstat.org

The BARISTA: A model for bid arrivals in online auctions

The arrival process of bidders and bids in online auctions is important for studying and modeling supply and demand in the online marketplace. A popular assumption in the online auction literature is that a Poisson bidder arrival process is a reasonable approximation. This approximation underlies theoretical derivations, statistical models and simulations used in field studies. However, when it comes to the bid arrivals, empirical research has shown that the process is far from Poisson, with early bidding and last-moment bids taking place. An additional feature that has been reported by various authors is an apparent self-similarity in the bid arrival process. Despite the wide evidence for the changing bidding intensities and the self-similarity, there has been no rigorous attempt at developing a model that adequately approximates bid arrivals and accounts for these features. The goal of this paper is to introduce a family of distributions that well-approximate the bid time distribution in hard-close auctions. We call this the BARISTA process (Bid ARrivals In STAges) because of its ability to generate different intensities at different stages. We describe the properties of this model, show how to simulate bid arrivals from it, and how to use it for estimation and inference. We illustrate its power and usefulness by fitting simulated and real data from eBay.com. Finally, we show how a Poisson bidder arrival process relates to a BARISTA bid arrival process.Comment: Published in at http://dx.doi.org/10.1214/07-AOAS117 the Annals of Applied Statistics (http://www.imstat.org/aoas/) by the Institute of Mathematical Statistics (http://www.imstat.org

Smoothing sparse and unevenly sampled curves using semiparametric mixed models: An application to online auctions

Functional data analysis can be challenging when the functional objects are sampled only very sparsely and unevenly. Most approaches rely on smoothing to recover the underlying functional object from the data which can be difficult if the data is irregularly distributed. In this paper we present a new approach that can overcome this challenge. The approach is based on the ideas of mixed models. Specifically, we propose a semiparametric mixed model with boosting to recover the functional object. While the model can handle sparse and unevenly distributed data, it also results in conceptually more meaningful functional objects. In particular, we motivate our method within the framework of eBay's online auctions. Online auctions produce monotonic increasing price curves that are often correlated across two auctions. The semiparametric mixed model accounts for this correlation in a parsimonious way. It also estimates the underlying increasing trend from the data without imposing model-constraints. Our application shows that the resulting functional objects are conceptually more appealing. Moreover, when used to forecast the outcome of an online auction, our approach also results in more accurate price predictions compared to standard approaches. We illustrate our model on a set of 183 closed auctions for Palm M515 personal digital assistants

Bidder Migration and Its Price Effects on Auctions

Auctions are often not independent from each other, and the movement of bidders across different auctions is one of the key linkages. We propose different measures of bidder movements (which we call bidder migration in this paper) and how such migration affects the price outcome of later auctions. Moreover, we identify two potentially confounding effects: the learning effect where bidders learn to become more sophisticated bidders, hence driving down the price of later auctions; and the desperation effect where bidders, in a hope to obtain the product that they previous couldn’t win, tend to increase the prices. We empirically investigated these effects using bidding history data from eBay and Generalized Linear Model specifications. We further discussed potential applications of bidder migration for online auction platforms, such as bidder segmentation, dynamic promotions, and shill bidder detection. These bidder migration measures can be provided to internet auction sellers as a value-added service

Getting the Most out of Third Party Trust Seals: An Empirical Analysis

Electronic markets have successfully adopted third party trust seals as a self-regulatory mechanism to enhance consumer trust. While there exist many papers supporting the effectiveness of trust signals, interaction between trusts seals and contextual factors in e-commerce (e.g., value of shopping carts, number of trust seals displayed, shopper experience and retailer’s sales volume) is an underexplored area. In this study, we exploit a dataset of over a quarter million of online transactions across 493 online retailers collected from randomized field experiments. A large trust seal provider conducted the experiments and subsequently shared the dataset with us. Our main contribution is the demonstration of four variables moderating the effectiveness of trust seals on the likelihood of purchase completion. More specifically, our work shows that trust seals are more effective for small online retailers and new shoppers, thus serving as partial substitutes for both shopper experience and seller’s sales volume. Interestingly, we find that presence of too many (i.e., more than two) seals can lower the likelihood of purchase completion. Our findings also show that trust seals are more effective for higher value shopping carts but only in the latter stages of the shopping cycle. Finally, we discuss the implications of our findings for online retailers, third party certifiers, as well as for policy makers

Competition Between Auctions

Even though auctions are capturing an increasing share of commerce, they are typically treated in the theoretical economics literature as isolated. That is, an auction is typically treated as a single seller facing multiple buyers or as a single buyer facing multiple sellers. In this paper, we review the state of the art of competition between auctions. We consider three different types of competition: competition between auctions, competition between formats, and competition between auctioneers vying for auction traffic. We highlight the newest experimental, statistical and analytical methods in the analysis of competition between auctions