嵌入视角下社交电商平台信任机制研究——基于扎根理论的探索

Research on Trust Mechanism of Social E-commerce Platform from the Perspective of Embeddedness: An Exploratory Research Based on Grounded Theory

社交电商是整合了社交网络与电子商务的新商业模式,在移动互联网时代为网络经济的发展开辟了新的空间,而信任是社交电商平台发展的重要机制。文章研究社交电商平台上用户信任的转化机理与影响因素,运用扎根理论方法梳理出多阶段、多维度的信任要素,从嵌入视角构建了动态的信任机制递阶升级理论模型。研究发现:用户与平台的嵌入阶段分为关系嵌入、结构嵌入、认知嵌入,与之对应形成"身份信任-行为信任-认知信任-情感信任"递进演化路径,演化过程中各个阶段的影响因素分别是关系网络、结构制度、品质效应。研究结论丰富了电商平台信任机制的理论内涵,对国内社交电商平台的发展有一定的理论指导与实践启示意义。

Social e-commerce is a new business model that integrates social network and e-commerce.In the era of mobile internet,it opens up a new space for the development of network economy.Trust is an important mechanism for the development of social e-commerce platform.The paper studies the transformation mechanism and factors which affect the user's trust on social e-commerce platform,analyzes multi-stage and multi-dimensional factors of trust based on the grounded theory,and constructs a dynamic hierarchical upgrading theoretical model of trust mechanism from the embedded perspective.The findings show that the embedding stage between the user and platform is divided into relational embeddedness,structural embeddedness and cognitive embeddedness,which corresponds to the evolving path of"identity trust-behavioral trust-cognitive trust-emotional trust".The factors which affect the transformation path are relationship network,structure system and quality effect.The conclusion enriches the theoretical connotation of trust mechanism of e-commerce platform,and there will be certain theoretical guidance and practical enlightenment for the development of domestic social e-commerce platform.