微信非熟人間海外代購的信任機(jī)制研究
發(fā)布時(shí)間：2018-08-24 21:19
【摘要】：近年來,借助微信平臺(tái)進(jìn)行海外代購已經(jīng)是一個(gè)被較多數(shù)人認(rèn)可的購買方式。而微信代購中大部分消費(fèi)者在交易前與代購者之間是非熟人關(guān)系。這對(duì)于以制度信任或關(guān)系信任為基礎(chǔ)的商業(yè)交易而言,無疑將面臨著巨大的風(fēng)險(xiǎn)。然而,在缺乏保障的前提下,微信海外代購卻風(fēng)生水起,越來越多的人加入到其中。那么,微信海外代購中信任是如何建立的?其內(nèi)在機(jī)制如何?本文采用了訪談法和參與觀察法,對(duì)此進(jìn)行了探究。消費(fèi)者與代購者在微信上建立關(guān)系是代購行為發(fā)生的前提,本文將這種關(guān)系稱之為潛在代購關(guān)系。研究發(fā)現(xiàn),潛在代購關(guān)系的建立需要三個(gè)條件:一是代購者和消費(fèi)者之間存在“中間人”;二是對(duì)海外產(chǎn)品有剛性需求且微信代購價(jià)格誘惑是關(guān)系建立的內(nèi)部動(dòng)力;三是商家代購行為真實(shí)性和商品的有用性是關(guān)系建立的要素。潛在代購關(guān)系建立后,消費(fèi)者會(huì)對(duì)商家的微信銷售行為進(jìn)行理性判斷和風(fēng)險(xiǎn)評(píng)估,并通過降低心理成本的方法給予對(duì)方初始信任。初始信任的基本類型是認(rèn)知信任。認(rèn)知信任不是消費(fèi)者與代購者之間的雙向信任關(guān)系,而是消費(fèi)者對(duì)于代購者的單向信任,是消費(fèi)者對(duì)于賣家的一種理性預(yù)期。這種理性預(yù)期來源于消費(fèi)者對(duì)于代購者的經(jīng)驗(yàn)性判斷,因此這種信任是不平衡的。消費(fèi)者重復(fù)購買標(biāo)志著持續(xù)信任的產(chǎn)生。持續(xù)信任包括互惠信任和情感信任兩種類型�；セ菪湃伟l(fā)展的路徑是:消費(fèi)者通過能力、正直、善意等三個(gè)方面篩選賣家——建立交易關(guān)系——重復(fù)交易行為中利益維護(hù)、回報(bào)——互惠信任的形成。有部分消費(fèi)者在互惠信任的基礎(chǔ)上,與代購者發(fā)生情感互動(dòng),信任類型轉(zhuǎn)變?yōu)榍楦行湃�。情感信任是較高形式的信任類型。本文也對(duì)微信非熟人之間信任形成的基本邏輯進(jìn)行了解析。在信任形成階段,非熟人間的弱關(guān)系起了重要的中介作用;在信任形成中,博弈中進(jìn)行利益計(jì)算;伴隨頻繁的商業(yè)交往,雙方增進(jìn)了情感上的溝通與互動(dòng),雙方之間由純粹的商業(yè)關(guān)系轉(zhuǎn)變?yōu)榍度胄偷氖烊岁P(guān)系。
[Abstract]:In recent years, the use of WeChat platform for overseas purchasing has been a more recognized way of buying. Most of the consumers in WeChat are non-acquaintances before the transaction. This will undoubtedly face huge risks for commercial transactions based on institutional trust or relationship trust. However, under the premise of lack of protection, WeChat overseas purchase started, more and more people joined in. So, WeChat overseas purchase trust is how to build? What is the internal mechanism? This article adopts the interview method and the participation observation method, has carried on the exploration to this. The relationship between the consumer and the buyer on WeChat is the premise of the purchase behavior, which is called the potential purchase relationship in this paper. It is found that there are three conditions for the establishment of the potential purchasing relationship: first, there is a "middleman" between the buyer and the consumer; second, there is a rigid demand for overseas products and the price temptation of WeChat is the internal motive force for the establishment of the relationship. Third, the truthfulness of the merchant's purchasing behavior and the usefulness of the commodity are the elements of establishing the relationship. After the establishment of the potential purchasing relationship, consumers will make rational judgment and risk assessment on the merchants' WeChat sales behavior, and give the other party initial trust by reducing the psychological cost. The basic type of initial trust is cognitive trust. Cognitive trust is not a two-way trust relationship between the consumer and the buyer, but a one-way trust between the consumer and the buyer, which is a rational expectation of the seller. This rational expectation comes from the consumer's empirical judgment of the buyer, so the trust is unbalanced. Repeated purchases by consumers mark the emergence of continued trust. Continuous trust includes reciprocal trust and emotional trust. The path of reciprocal trust development is: consumers screen sellers through ability, integrity, goodwill and so on. Some consumers interact with each other on the basis of reciprocal trust, and the type of trust changes to emotional trust. Emotional trust is a higher type of trust. This paper also analyzes the basic logic of trust formation between non-acquaintances of WeChat. In the stage of trust formation, the weak relationship between non-acquaintances plays an important intermediary role; in the trust formation, the interests are calculated in the game; along with the frequent business contacts, the two sides enhance the emotional communication and interaction. The relationship between the two parties has changed from a purely commercial relationship to an embedded acquaintance.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：C912.3;F724.6
本文編號(hào)：2202070
[Abstract]:In recent years, the use of WeChat platform for overseas purchasing has been a more recognized way of buying. Most of the consumers in WeChat are non-acquaintances before the transaction. This will undoubtedly face huge risks for commercial transactions based on institutional trust or relationship trust. However, under the premise of lack of protection, WeChat overseas purchase started, more and more people joined in. So, WeChat overseas purchase trust is how to build? What is the internal mechanism? This article adopts the interview method and the participation observation method, has carried on the exploration to this. The relationship between the consumer and the buyer on WeChat is the premise of the purchase behavior, which is called the potential purchase relationship in this paper. It is found that there are three conditions for the establishment of the potential purchasing relationship: first, there is a "middleman" between the buyer and the consumer; second, there is a rigid demand for overseas products and the price temptation of WeChat is the internal motive force for the establishment of the relationship. Third, the truthfulness of the merchant's purchasing behavior and the usefulness of the commodity are the elements of establishing the relationship. After the establishment of the potential purchasing relationship, consumers will make rational judgment and risk assessment on the merchants' WeChat sales behavior, and give the other party initial trust by reducing the psychological cost. The basic type of initial trust is cognitive trust. Cognitive trust is not a two-way trust relationship between the consumer and the buyer, but a one-way trust between the consumer and the buyer, which is a rational expectation of the seller. This rational expectation comes from the consumer's empirical judgment of the buyer, so the trust is unbalanced. Repeated purchases by consumers mark the emergence of continued trust. Continuous trust includes reciprocal trust and emotional trust. The path of reciprocal trust development is: consumers screen sellers through ability, integrity, goodwill and so on. Some consumers interact with each other on the basis of reciprocal trust, and the type of trust changes to emotional trust. Emotional trust is a higher type of trust. This paper also analyzes the basic logic of trust formation between non-acquaintances of WeChat. In the stage of trust formation, the weak relationship between non-acquaintances plays an important intermediary role; in the trust formation, the interests are calculated in the game; along with the frequent business contacts, the two sides enhance the emotional communication and interaction. The relationship between the two parties has changed from a purely commercial relationship to an embedded acquaintance.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：C912.3;F724.6
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