| Under the trend of the development of global economic integration,great changes have taken place in people’s consumption behavior,especially the purchasing method,much more innovative.Shopping online as new consumption behavior began to appear,change and cover people’s daily consumption concept.Among all the purchasing method,overseas online shopping(called "haitao" in Chinese)is rapidly into people’s horizons.It becomes more and more popular gradually since 2005.According to the statistical data from China e-Business Research Centre,the population of overseas online shopping was more than 18 million in 2004.So somebody has drawn a conclusion:Chinese people’s purchasing has already developed from domestic to all over the world.Actually,there are many kinds of overseas online shopping,including cross-border business,buying from bonded area,individual overseas online shopping,etc.And this paper will mainly describes the behavior of individual overseas online shopping.The mainstream process of this consumption behavior will be followed.First,buyers browse the needing goods overseas on the Internet,place the order though and pay though international payment,such as the credit card with "visa" "JCB" "MasterCard" and so on.Then the goods need to be delivered to the professional international logistics company,in where the goods can be distributed to the corresponding buyers.But the expense of international logistics is so high that many buyer prefer to sharing the bill though group buying and group transferring the goods.Co-buying means that people gather in some community spontaneously,trigger a large purchase so as to get the bulk discounts and share the bill of international transshipment.My research focuses on WeChat group called "CW Co-buying Group".The members gradually form an institutionalized action,produce a strong interpersonal relationship of trust and form a special community identity.The research is based on participant observation and semi-structured interviews to understanding of community culture,exploring virtual community trust relationship,and discussing individual’s behavior.First of all,the research explores the subjective wishes of individuals from the members in virtual community.Secondly,it discusses the action of members though Coleman’s rational choice theory.Then I will analyze the entire community operational environment,including consumption identity,the standardization of the behavior process,etc.Lastly,I concluded that individual rational choice will gradually transit to a collective rational choice with the structured process of rational choice.During the process of co-buying,factors of norm,authority,trust Interact with each other.And with the co-buying happened again and again,eventually it create a special form of virtual community. |
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