Research On Interpersonal Trust Of The Network In Wechat Business' Consumption

In recent years,with the development of mobile social and e-commerce,the We Chat business groups in the social circles of the users have been greatly developed and entered the public view.Under the pattern of difference sequence in Chinese tradition society,we tend to be more trust in the people of our relationship circle.The We Chat business is a typical acquaintance marketing.Chinese society is a relational society.And We Chat friends' circle is the epitome of acquaintance society.It will be the combination between the "acquaintance trust" of Chinese traditional culture and modern network technology,which breaks the one-to-one relationship model and copies the infinite broad Relationship network.It is a major reason that the We Chat business consumption is growing.While,the exposure of negative reports about We Chat business shows that some We Chat business sellers are facing a serious crisis of confidence,which also reminds people of the vulnerability in the network of social trust.Microbuyers and sellers between the interaction and communication in the virtual network of We Chat friends' circle is worthy of in-depth study,through the fragmented information dissemination of the trust relationship.The absence of the body is characterized by the We Chat business consumption.And trust becomes the basis for the order of buyers and sellers.The We Chat business consumption is more popular among young people.Meanwhile,college students are a representative group of We Chat business consumer groups.So,the sampling of this research is mainly carried out in college students.In addition,the study also selected a number of microsellers.Interviewing and observing them,we hope to penetrate the understanding about the relationship between buyers and sellers in the process of construction.Based on this,this paper focuses on how buyers and sellers reach a trust relationship for each other.And after the trust is reached,the development of trust relationship changes.Specifically speaking,including the mechanism of trust construction,the development process,the type of trust and so on.Through the study found,the interpersonal trust of network in the We Chat business consumption is a product under a trust mechanism of comprehensive type working,which is largely from the traditional social trust mechanism.In traditional society,trust relies on simple "relationship","emotion","reciprocity",which can be established and maintained.In the We Chat business consumption,these mechanisms also play an important role in the establishment of trust.At the same time,through the multi-channel information transmission,the new media like We Chat connects the "presence" and "missing field",to a certain extent,which reduces the uncertainty of information.And thus the formation of trust is also essential.The network of interpersonal trust in We Chat business consumption is also a dynamic process of development,which shows that trust in the network society is not always in a stable state,always changing,strengthening,weakening or interrupted.This also reflects some characteristics of the network society,which reminds us that trust in the network society is a scarce resource.It is the lubricant of economic life,which can effectively promote the transaction.But,at the same time,trust is fragile.Once lost,difficult to recover.Therefore,the construction of trust needs modern quality,such as norms,systems and other changes.In addition,I also think about the current problems in the future development of We Chat business and make a rational proposal and highly hopes to this new form of network consumption,which can gradually get rid of "stigma".It will become the most friendly and popular consumption pattern in the future of Chinese society.