Research On Trust Mechanism Of Overseas Purchasing Among Non-acquaintances On Wechat

In recent years,overseas purchasing by means of WeChat platform has been accepted by more and more people.Most consumers and buyers are non acquaintances before the transaction of overseas purchasing.This is undoubtedly a huge risk for commercial transactions based on institutional trust or relationship trust.However,overseas purchasing has risen rapidly in the absence of protection on WeChat,more and more people have joined it.How is trust built in overseas purchasing on Wechat? What is its internal mechanism? In this paper,interviews and participant observation are used to explore the issue.Purchasing behavior occurs on the premise that consumers and buyers establish a relationship on WeChat,this article calls this relationship “potential purchasing relations”.The study found that the establishment of the potential purchasing relationship requires three conditions: first,the existence of "intermediary" between buyers and consumers;second,consumers have a rigid demand for overseas products,and the purchasing price is attractive on WeChat,this is the internal drive to build relationships;third,the authenticity of the purchasing behavior and the usefulness of the goods are the key factors to establish the relationship.After the establishment of the potential purchasing relationship,consumers will conduct a rational judgment and risk assessment of buyer’s sales behavior,and consumers give the 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 consumers and buyers,but a one-way trust between consumers and buyers.It is consumers’ rational expectation to buyers.This rational expectation stems from the consumers’ empirical judgment about the purchasing agent,so this kind of trust is unbalanced.Rebuy marks the creation of sustained trust.Continuous trust consists of two types:reciprocal trust and emotional trust.The path of reciprocal trust development:consumers select the buyers through three aspects,including ability,integrity and goodwill--establishing trade relations--interest maintenance and return in repeated transactions--the formation of reciprocal trust.On the basis of reciprocal trust,someconsumers and buyers have emotional interaction,and trust type changes to emotional trust.Emotional trust is a higher form of trust.This paper also analyzes the basic logic of trust formation among non-acquaintances on WeChat.In the stage of trust formation,weak ties among non-acquaintances play an important role;in the process of trust formation,interest calculation is carried out in game;with frequent business contacts,both sides promote emotional communication and interaction,the relationship between the two sides has changed from purely commercial relation to embedded acquaintance relation.