The Generating Logic Of Trust Relationship In Community Group Buying

With the development and promotion of new media technologies,platforms and applications,consumption is also constantly migrating to virtual space,and new consumption methods based on the form of communities are also emerging.Community group buying refers to a business model in which consumers who are geographically dispersed but have common consumption needs gather together based on social media platforms and reduce the purchase price of products by increasing the number of product purchases.Different from shopping,price comparison,and bargaining in traditional consumption,consumers can obtain group product information by joining interested group buying communities,and buy the products th e y ne e d at p r e f e r e n t i a l pr i c e s,wh i c h s a v e s de c i s i o n-m a k i n g co s t s.Trust is the core of economic transactions.In the online economic transactions of virtual communities,the issue of trust is a key issue that cannot be circumvented.Compared with face-to-face consumption,e-commerce-based consumption places more emphasis on trust,because e-commerce needs to face a more complex external environment,so the uncertainty and risk it faces are higher.Merchants don't have offline physical stores.They can only describe product information through text and pictures.Customers can't go to the store to inspect the size and strength of the merchants,experience and select products for themselves.There is a lack of face-to-face interaction between the two parties in the transaction,and the products are only symbolic presentation,while customers need to provide real personal information and make payments.Therefore,the uncertainty and risk of online transactions are more for customers.In addition,the e-commerce transaction rules are still not perfect.Customers can get the goods only a few working days after the transaction is c o m p l e t e d.Th e r e i s s t i l l a de l a y i n t h e de l i v e r y t i m e o f m e r c h a n t s.There are no specific and effective rules to restrict sellers to deliver goods on time and guarantee the quality of products.Therefore,this research focuses on the trust relationship in community group buying,and through participatory observations to in-depth the daily life practice of the community,trying to explore how community members enter the community,participate in group buying,and build trust.What's more,this research aims to clarify the generation process of trust in community group buying.Firstly,this article briefly describes the concept of community group buying and the model of group buying.Then,this article describes the general picture of community group buying and the current situation of the selected cases.It is believed that there is a trust foundation and a trust relationship in community group buying,and this trust relationship supports community members to participate in group buying activities again and again.The main body of this paper points out that the predictive trust in community group buying is generated before community members enter the community.The reason why members choose to enter the community is precisely because of the trust in the personal image of the leader of the community and the interest in the theme of the community.After entering the community,community members wait and see the role of the leader of the community as an opinion leader,the authority of the manager,the display of the true image of other community members,and the strict regulation of community rules,and gradually generate initial trust.Thus they began to participate in the group buying action.With the deepening of the trust relationship in community group buying and the increase in the number of community members participating in the group,the trust relationship shows two trends: deepening and breaking.On the one hand,in the continuous participation of community group buying,community members build a strong sense of identity and trust,open up their hearts in exchanges and interactions,become close friends in the virtual world,and actively promote and spread to help the community's radiation disseminate and build a good community culture to unite community members and gu i d e th e h e a l t h y de v e l o p m e n t of th e co m m u n i t y;o n th e ot h e r ha n d,when the initial trust is generated,community members begin to participate in group buying actions,and some members are constantly participating in group buying actions and the community Interaction and mutual assistance deepen the sense of trust.On the other hand,some members have a poor sense of experience after participating in a group purchase or in social interaction,which reduces the sense of trust,and finally no longer participates in the group or even withdraws from the community.Whether it is the deepening or rupture of the trust relationship,it has important implications for the maintenance of the trust relationship in community group buying and community group buying.