摘要
移动互联网兴起带来新的交易模式,即借助于微信平台形成的团购模式。通过对社区居民基于自身需求创造性建立起来的团购“吃货群”分析,透视该模式的信任建构机制,发现在正式制度相对缺乏的背景下,该群借助于移动互联网技术形成紧密且富有弹性的关系网络,将团员之间、团员与团长之间、团长与商家之间、团员与商家之间的多重信任关系整合其中,建构起环环相扣又具有稳定结构的信任体系。原本处于散户状态的消费者因微信群的整合而发生连接,构成了一种有共同需求的网络集团,从而实现了交易关系中的自主赋权,并通过声誉约束和传播扩散机制进一步增强自身的力量。此模式约束了商家的失信行为,有效规避了一般互联网企业主动赋权中的漏洞。从“吃货群”团购模式的成功实践来看,移动互联网的新特征带来个体和组织存在方式的根本变化,激发社会、企业与个体需求的有效结合,可为解决互联网企业信任难题及创新信任生产之道提供启示。
The rise of the mobile Internet has brought about a new transaction model,namely,the group-buying model formed through the WeChat platform.By analyzing the group-buying"food group"established by community residents based on their own needs,the trust construction mechanism of this model is examined,and it is found that in the context of the relative lack of a formal system,this group forms a close and flexible relationship network with the help of mobile Internet technology,which integrates multiple trust relationships among group members,between group members and the group leaders,between the group leaders and the merchants,and between group members and the merchants,and thereby builds a trust system with interlocking and stable structures.Consumers who were originally in a retail state are interconnected by the integration of the WeChat group,forming a network group with common needs,thus achieving autonomous empowerment in the transaction relationship and further strengthening their own power through reputation constraints and diffusion mechanisms.This model restrains merchants'breach of trust and effectively circumvents the loopholes in the active empowerment of general Internet enterprises.From the successful practice of the group-buying model of the"food group",the new features of the mobile Internet bring about fundamental changes in the way individuals and organizations exist and stimulate the effective combination of social,corporate and individual needs,which can provide inspiration for solving the problem of trust in Internet enterprises and innovating the way of trust production.
出处
《中国矿业大学学报（社会科学版）》
CSSCI
2023年第3期91-104,共14页
Journal of China University of Mining & Technology(Social Sciences)
基金
国家社会科学基金项目“移动互联网时代中国社会信任问题研究”(项目编号:18BSH036)
中央高校业务费项目“新时代城乡社区治理体系建设研究”(项目编号:B210207015)。
关键词
信任
移动互联网
微信
团购群
自主赋权
trust
the mobile Internet
WeChat
group-buying group
autonomous empowerment
