微信非熟人间海外代购的信任机制研究

发布时间：2018-08-24 21:19

【摘要】：近年来,借助微信平台进行海外代购已经是一个被较多数人认可的购买方式。而微信代购中大部分消费者在交易前与代购者之间是非熟人关系。这对于以制度信任或关系信任为基础的商业交易而言,无疑将面临着巨大的风险。然而,在缺乏保障的前提下,微信海外代购却风生水起,越来越多的人加入到其中。那么,微信海外代购中信任是如何建立的?其内在机制如何?本文采用了访谈法和参与观察法,对此进行了探究。消费者与代购者在微信上建立关系是代购行为发生的前提,本文将这种关系称之为潜在代购关系。研究发现,潜在代购关系的建立需要三个条件:一是代购者和消费者之间存在“中间人”;二是对海外产品有刚性需求且微信代购价格诱惑是关系建立的内部动力;三是商家代购行为真实性和商品的有用性是关系建立的要素。潜在代购关系建立后,消费者会对商家的微信销售行为进行理性判断和风险评估,并通过降低心理成本的方法给予对方初始信任。初始信任的基本类型是认知信任。认知信任不是消费者与代购者之间的双向信任关系,而是消费者对于代购者的单向信任,是消费者对于卖家的一种理性预期。这种理性预期来源于消费者对于代购者的经验性判断,因此这种信任是不平衡的。消费者重复购买标志着持续信任的产生。持续信任包括互惠信任和情感信任两种类型。互惠信任发展的路径是:消费者通过能力、正直、善意等三个方面筛选卖家——建立交易关系——重复交易行为中利益维护、回报——互惠信任的形成。有部分消费者在互惠信任的基础上,与代购者发生情感互动,信任类型转变为情感信任。情感信任是较高形式的信任类型。本文也对微信非熟人之间信任形成的基本逻辑进行了解析。在信任形成阶段,非熟人间的弱关系起了重要的中介作用;在信任形成中,博弈中进行利益计算;伴随频繁的商业交往,双方增进了情感上的沟通与互动,双方之间由纯粹的商业关系转变为嵌入型的熟人关系。
[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.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C912.3;F724.6

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