Analyzing the impact of intermediaries in electronic markets: an empirical investigation of online consumer-to-consumer (C2C) auctions

It has been widely believed that the Internet and electronic markets will eliminate traditional intermediaries. However, a close examination of the market mechanism indicates that the impact of intermediaries is indispensable. Specifically, we consider intermediaries' impacts in price discovery and trust building. Intermediaries provide a buffer for temporary misalignment between supply and demand by buying low and selling high, and also help build trust by engaging in transactions with risk-averse buyers and sellers who otherwise will not participate in the market. Using a dataset from eBay's online auctions, we examine empirically these two impacts of human intermediaries. We find that the presence of brokers has a significant impact on market liquidity, resulting in more successful trades and higher auction prices. In addition, we find that brokers are more likely to engage in transactions with less established sellers. Their presence reduces reputation penalty faced by these players and further facilitates the successful sale of items in auctions.