The Process Of Rational-choice And Construction Of The Trust Relationship In The Co-buying Activities On The Internet

Instead of the reality of living space, the virtual space has increasingly become of the mainstream of our life. The diversity of the channels and production make the consumption and consumption-related activities more convenient in the fast-paced life. Internet, mobile, such Internet terminals everywhere replace the traditional consumer behaviors, such as parity, bargain multidimensional behavior changes into a click on the internet. Observing consumer-behavior on the internet not only focus the new media using habit of human, but also human interpersonal interaction mode.My research focuses the co-buying activity on the internet. People gather in a virtual community spontaneously, trigger a series of collective shopping action through the cyberspace, and gradually form an institutionalized action, produce a strong interpersonal relationship of trust and formed a unique community identity. The research used participant-observation and semi-structured interviews to explore the virtual community trust relationship, and to explore how individuals involve in the community and participate in collective action.First the research explores the subjective wishes of the individuals from the community members; then analyses the entire operational environment in the virtual community, trying to explore the elements of trust environment; ultimately found that individual rational choice is the original motivation of the co-buying activities, and through the construction of virtual community a kind of collective rational choice become to affect the actions of people.Co-buying activities reflect a new kind of human interaction logic. In the virtual space, rational choice process and a trust relationship are included in this logic and influence each other constantly.