A growing number of organizations and individual sellers are selling products or rights of service through online auction markets, such as eBay or Yahoo. Online auction is a new way to exchange products or rights of service by all participants through the Internet. Sellers hope that the final bidding price can be settled as high as possible so that they can maximize their profit from these online auction transactions. However, it is not clear to both academic researchers and practitioners that what information will influence the final bidding price in online auction transactions. This research aims to investigate the impact of sellers' reputation information on bidding price for online auction. Based on the sample data collected from the real auction transactions from Oct. 2003 to Apr. 2004, the results of this research indicate that the final bidding price for online auction is directly affected by the sellers' bad reputation provided by the online auction market in the Internet, and that sellers' good reputation has an indirect influence on the final bidding price, where the number of bids plays as a mediate variable.