A Study On Trust Construction Based On "Strongly Recommendation" Sharing In Virtual Sharing Community

With the popularization of the word "Strongly Recommendation" ",a new type of sharing mode related to daily consumption and lifestyle has also emerged.The virtual sharing community represented by Xiao hong shu is a fertile place for "Strongly Recommendation"type sharing and growth,becoming a lot of The basis for people to obtain information and make decisions.Trust is particularly critical in virtual Internet sharing situations where stranger interactions are the mainstay,which determines whether the sharing and exchange relationships can be carried out smoothly.In this study,Xiao Hong Shu,a virtual sharing community,was selected as the research object,by means of text analysis and in-depth interview,the author studied the characteristics of "Strongly Recommendation " sharing,the construction mechanism of relevant trust,the types of trust and the changes of the relationship between the giver and receiver.Throughtheresearch,it is found that the trust construction based on "Strongly Recommendation" sharingin virtual sharing community is a complex mechanism based on multi-dimension,and the interaction between subject,object and subject and object all play an important role in the trust construction.The characteristics of trust objects provide clues for the judge of the trustee,and the virtual sharing community provides a platform for the communication between the trustee and the trustee.At the level of trust subject,trust tendency,trust motivation and seeking for experience agent to simplify the process are the important reasons for trust.At the level of subject-object interaction,the "face" and "favor" in traditional acquaintances' social communication are broken,showing the trust of strangers linked by reciprocity and empathy.Trust construction is a dynamic process,and trust may be strengthened,weakened or even broken.As the trust process progresses,the "stranger" may be pulled into the boundary of "one of us",presenting a differential pattern based on emotion and ability identification.The "stranger" with high risk will become a familiar "one of us",thus further influencing the trust.In addition,the "third party" besides the subject and object will also play a moderating role in the construction of trust.In the whole process of trust construction,it mainly involves cognitive trust,emotional trust and preset trust.On the one hand,different from the previous traditional official advertising and marketing,share represented by Xiao hong shu of virtual community from consumer oneself,life-oriented,colloquial,subjective color rich share notes pulled close distance of each other,make the user more easy to choose to believe that distributor's recommendation,in addition to this,countless ordinary people from the different Angle of mass share also makes the choice scope of believers,makes it easier to find suits own share notes on access to information.On the other hand,the sharing and browsing based on online strangers can save the money and time cost of the messenger and simplify the previously complicated social communication.In this process of trust simplification,the media system plays an important role.The sharing environment of the virtual sharing community,which is dominated by strangers,increases risks and uncertainties.The judgment of the sender cannot only rely on interpersonal trust,but also needs to rely on the reasonable operation of the system,which has stronger resistance to trust.The mutually recognized contract constructed by the media system consolidates the weak,loose and insecure stranger relationship,and promotes the generation and sustainable development of trust.