Online Trust And Anomie Opportunism

A large number of opportunistic behaviors bred in the network society not only shake the trust in online transactions,but also erode the existing trust system of the real society.The public lacks a strong sense of trust and urgently needs network governance to give countermeasures.Although online trading platforms use various mechanisms such as supervision and reputation to prevent opportunism,counterfeiting,misleading propaganda,and fraudulent trading are still prevalent.Network governance is often faced with the dilemma and the network trust crisis is still grim.Therefore,there is an urgent need for an in-depth and specific analysis of the nature and characteristics of opportunistic behaviors in online transactions,to explore why it is difficult for the restraint mechanism of online trading platforms to effectively curb opportunistic behaviors,so as to comprehensively understand and respond to the current existence in the network society Crisis of Confidence.This article takes the opportunistic phenomenon of click farming as an example,and uses offline interviews and online participation observation methods to collect relevant data on platforms such as Taobao and Healthy Cat."Through the control mechanism,the technical setting of the network trading platform promotes online trust.On the one hand,a spatio-temporal structure of actions is constructed to achieve behavior regulation;on the other hand,it controls and configures information resources and change the power structure of transaction.The transaction market under the logic of Internet and the opportunistic behavior in it have the spatial and temporal characteristics of "space of flows" and "temporality".The online trading platform's "presence availability" manifests itself as "identity disembedding" and"demand presence."The spatio-temporal structure of the online trading market and the"presence availability" of the online platform have shaped the anomie opportunism,giving it characteristics of concealment of action,low threshold and high return for participation,and enhanced moral blindness.Afterwards,the article uses the click farming as an example to analyze the action logic and essence of anomie opportunism in the online trading market.In the specific implementation and organization process of opportunistic behavior,the click farm use the relationship operation method to mobilization,and the capital risks in the implementation of opportunism are prevented.Online trading platforms confer "information rights" on consumers through technical settings,thereby forming constraints and controls on sellers' opportunistic behavior.Consumer empowerment is achieved through the production and supply of information,and the establishment of an interest link between transaction information and sellers.The essence of online opportunism is the "information right" transaction with consumers.By establishing interest consistency with information producers,sellers directly or indirectly obtain the right to produce information,and then forge transaction information to serve their own interests with the help of platform technology settings,thus deconstructing the platform's trust production mechanism.Although anomie opportunistic behavior undermines the trading order and the platform's control of the trading process,the false trading information produced by it conforms to the platform's interests in external market competition,thus has been tacitly approved by the platform.