表演、情境和框架：网络社会中淘宝群体的信用互动

发布时间：2018-01-30 00:47

本文关键词： 网络社会信用互动淘宝卖家淘宝村　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：淘宝或者电子商务乃至"互联网+"能发展到当下这个程度,其信用模式发挥了非常重要的作用。在这套体系模式所创造的体系生态里,围绕在信用打分评价周围,卖家、买家以及刷单团队频繁地进行互动,发挥着自己的作用。其中卖家是重要的角色,他们许多人没有自己的工厂,也没有自己的实体店铺。靠的就是淘宝店铺的信用等级,从而可以不断地经营。从某种意义上讲,整个信用互动也是一个大舞台。在卖家淘宝信用表演的小舞台上面,卖家依赖的是对于淘宝信用形象的维护,主要体现在对信息流动的控制,包括增加有利信用和控制负面信用。而这些所有的活动,目的都在于更好地生存,信用只是手段,取"信"而"用"。其次,刷单平台与刷手团队,他们被卖家雇佣,来为信用扮演提供助力。通过模拟真实购物,他们对刷单过程进行了全程监控,不被淘宝查处,从而保证信用增加的可靠性。最终成为淘宝经营的日常活动,成为建构信用互动的重要成分。而其中的成员几乎都是淘宝的买家和卖家,双方在不断地合力维系和美化淘宝店铺的信用等级。当然,信用也会出现冲突和争斗,信用互动的简单粗糙,普遍的刷好评行为,让中差评失去了生存空间。围绕在中差评周围,卖家和买家分别利用信用规则来进行斗法,获得相应的补偿。而卖家之间的差评相向,很容易引起互相报复。因为双方对规则的熟练把控,变得非常难追踪,甚至演变出雇佣差评师来报复对方的店铺。可以说,信用的表演和群体之间的互动,导致了淘宝以及淘宝村的迅速发展,这样的信用表演虽然产生了信用情境,导致了相当程度的信用框架问题。但是,信用互动所体现出的问题,表明淘宝多年建立起来生态和表演舞台正在失去原有光芒,虽然它仍然发挥作用,但重要性逐渐让位于资本和权力。所以说,一些研究认为淘宝和信用互动的成功,可以回答中国社会"普遍信任"的缺失的问题,然而这套信用互动当中所体现出的特点却无法提供足够的证明。相反,信用更多的时候成为双方相互威胁的武器。并不能说,特殊信任已经被普遍信任或者系统信任所取代,应该说特殊信任已经被网络信用互动型塑,产生了结构性的变化。它超越了传统血缘、地缘的限定,即使在普遍"缺场"的情形下,仍然发挥着作用。这样的型塑过程,来自于网络化社会程度不断增强下,现实与虚拟信用的碰撞与融合的结果。
[Abstract]:Taobao or e-commerce or even the "Internet" can develop to the current level, its credit model has played a very important role. Around credit rating, sellers, buyers, and brushing teams interact frequently and play their part. Sellers are important roles, and many of them do not have their own factories. Also do not have their own physical stores. Rely on Taobao shop credit rating, so that can continue to operate. In a sense. The whole credit interaction is also a big stage. On the small stage of the seller Taobao credit performance, the seller relies on the maintenance of Taobao credit image, mainly reflected in the control of information flow. All of these activities are aimed at better survival. Credit is only a means to take "trust" and "use". Second, brush the platform and brush the hands of the team. They are hired by sellers to help credit play. By simulating real shopping, they monitor the process of brushing all the way, not by Taobao. In order to ensure the reliability of credit increase, it becomes the daily operation of Taobao, and become an important component of credit interaction, and almost all of its members are buyers and sellers of Taobao. Both sides are constantly working together to maintain and beautify the credit rating of Taobao shops. Of course, credit will also appear conflict and struggle, simple and crude credit interaction, widespread praise behavior. Around the margin evaluation, the seller and the buyer respectively use the credit rules to fight, and get the corresponding compensation. It's easy to get revenge on each other. Because the two sides' mastery of the rules becomes very difficult to track and even evolve to hire bad assessors to retaliate against each other's shops. It leads to the rapid development of Taobao and Taobao Village, such a credit performance has generated a credit situation, leading to a considerable degree of credit framework problems. However, credit interaction reflects the problems. It shows that Taobao has built up the ecological and performing stage for many years is losing its original light, although it still plays a role, but the importance gradually gives way to capital and power. So say. Some studies believe that the success of Taobao and credit interaction can answer the lack of "general trust" in Chinese society. However, the characteristics of this set of credit interaction can not provide sufficient proof. On the contrary. Credit is more often the weapon of mutual threat. It can not be said that special trust has been replaced by universal trust or system trust, but that special trust has been shaped by network credit interaction. It has produced structural changes. It transcends the traditional consanguinity, geographical constraints, even in the general "lack of field" situation, still play a role in the molding process. It comes from the collision and fusion of reality and virtual credit under the increasing degree of network society.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;G206

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